ABOUT

Background:
KFC, the global fast-food giant with over 1,060 branches in Thailand, responded to Thai Taste by introducing its own version of “Khao Mun Gai” (chicken rice)—a beloved staple of Thai street food found on nearly every corner.

However, this move touched on a sensitive issue in Thailand. In a capitalist world, small local businesses often face an uphill battle for visibility and survival. Without the vast resources and expansive reach of major corporations, they are often left feeling threatened by big brands. So the question was clear: how do we, as a major Western brand, enter a market where the Khao Mun Gai community is built on passionate local heroes without creating negative sentiment or appearing to crush the very vendors who made the dish iconic? That was never our intention.


Idea:
Instead of competing, we chose to collaborate by introducing “The Chicken Rice Association”

For the first time ever, KFC—a major fast food chain—joined forces with 10 respected Khao Mun Gai vendors to establish The Chicken Rice Association. To execute the initiative, we gathered all parties to sign an MOU, with the press invited as witnesses. Each member committed to mutual support and shared growth. But this initiative isn’t just for 10 vendors, it’s for all Khao Mun Gai sellers across Thailand, with the goal of elevating the dish to the global stage alongside icons like Tom Yum Goong and Somtam. Most importantly, celebrating those who have poured their heart and soul into the dish long before us.

And as part of what KFC does best, we used our strengths as a big brand with a larger marketing budget, media space, and massive reach, not for ourselves, but to shine a spotlight on the hidden gems of local Khao Mun Gai vendors. We created the Khao Mun Guide, a curated map introducing 50 must-check-out local Khao Mun Gai spots nationwide.
The guide is available for free at all 1,060 KFC branches and at our local partner vendors within the association. It’s also available in digital format, promoted across all of KFC’s social platforms. This initiative aims to create a sustainable model, one where local heroes get the recognition they deserve, while driving stronger sales and shared success for the whole community.

Result:
KFC turned a potential win-lose situation into a win-win.

The Chicken Rice Association project generated a wave of positive social sentiment and earned widespread praise in the media as a best practice for Western brands entering local markets. As a result, KFC’s Khao Mun Gai quickly sold out nationwide in less than a month with 30% sales uplift to rice port, while local vendors also saw a significant boost in sales across Thailand.

15M+ total online reach
678K+ total engagements

More than just a menu launch, we're launching a national allianc e to celebrate the heroes who've long mastered this dish.