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KFC SHOWS OVERTHINKING HONG KONGERS THE POWER OF COMFORT FOOD

Studies indicate Hong Kong is one of the most stressful cities in the world and ranks #1 in the stress index of employees all around East Asia, with a massive 53% of employees feeling pressured and stressed from their day-to-day occupation.

Scientific findings proved that comfort food relieves stress levels in the brain. So to encourage Hong Kongers to stop overthinking and just indulge, we created the KFC BRAINWAVE BUCKET - a helmet with a built-in headband that analysed people’s brain activity while their senses were stimulated by deep fried chicken. The data was connected to an app which provided real-time biofeedback. The lower their brain wave, the more chicken rewards they got.

The design of the helmet and the bucket-esque enclosure was inspired by KFC's distinctive bucket, that was created for an immersive interactive Finger Lickin' Good experience.