McDonald's Thailand launches the regional "Asia Chicken" campaign across 13 Asian countries, partnering with K-pop icon G-DRAGON through the "ICON x ICON" strategy. The campaign introduces the K-Spicy Series menu (119–149 baht) featuring gochujang-based sauces, plus exclusive PEACEMINUSONE merchandise including photo cards and branded items (from 390 baht). The push runs September 21–November 24, 2026, targeting cross-generational appeal via K-Culture soft power to elevate brand experience and drive sales through all channels nationwide.