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To re-launch Kai Jai Ded (Brave Heart Chicken)—KFC Thailand’s spiciest fried chicken that’s so hot it brings tears to your eyes—we turned up the heat with a limited-edition handkerchief giveaway, specially designed for wiping away the inevitable tears that come with every fiery bite.

To promote it, we gave a nostalgic twist to a beloved Thai classic by rearranging the old-school hit “Handkerchief” into a bold new version, complete with a spicy-themed music video. The result: a campaign that brought the heat, the humor, and a whole lot of heart.