G-DRAGON and McDonald’s Serve Up a Gochujang Butter Menu Across Asia
A new K-Crispy Thigh Burger leads an expanded menu spanning Korean barbecue flavors, Shake Shake Fries, desserts and drinks.
Summary
G-DRAGON and McDonald’s launch a Gochujang Butter menu across 13 Asian markets.
Highlights include a K-Crispy Thigh Burger, Chicken McNuggets and Korean-inspired sides and desserts.
PEACEMINUSONE branding extends across packaging, collectibles and limited-edition merchandise.
G-DRAGON has joined forces with McDonald’s for a new Asia-wide collaboration centred on the Gochujang Butter menu, bringing his distinctly Korean cultural and visual language to the fast-food chain across 13 markets.
The campaign launched in Hong Kong and South Korea simultaneously on September 17, marking the first time McDonald’s Hong Kong has aligned its release with the Korean market. At its centre is a Gochujang Butter Sauce developed by McDonald’s Korea and inspired by Korea’s longstanding jang fermentation culture, balancing the savoury, gently spicy character of gochujang with the richness of butter for a sweet, creamy and lightly piquant finish.
Leading the Hong Kong menu is the Gochujang Butter K-Crispy Thigh Burger, which layers a whole crispy chicken thigh with the signature sauce, a slice of pineapple and romaine lettuce, allowing the gochujang’s spice and umami to play against buttery richness and a sweeter tropical note. The sauce also appears as a dip for Chicken McNuggets, while the broader Korean-inspired menu extends to Korean Barbecue and returning Honey Butter Shake Shake Fries, alongside a Jeju Satsuma Nata de Coco soda. Dessert offerings include a Sweetheart Crunchy OREO McFlurry finished with pink heart-shaped crisps and Salted Caramel Mini Churros, giving the rollout a more comprehensive food-and-drink treatment rather than limiting the collaboration to a single signature item.
Beyond the menu, G-DRAGON’s influence is most visible through PEACEMINUSONE, with his fashion label’s signature daisy reworking familiar McDonald’s iconography throughout the campaign. Promotional visuals place motifs such as the Golden Arches, fries and classic red packaging within G-DRAGON’s design vocabulary, while the Hong Kong food packaging combines PEACEMINUSONE daisies with McDonald’s branding and a specially created red “MCD” heart graphic.
The release will continue in stages: limited “I’M M FAN” collectible cards arrive on September 21, followed on September 23 by PEACEMINUSONE collaborative merchandise including a retro McDonald’s cap, metal pins and a canvas tote.
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