BANGKOK, THAILAND — For over 40 years, as the No. 1 fried chicken brand in Thailand, KFC has built a special relationship with its consumers. While being part of their daily routine is challenging, becoming part of their culture — or even their “curse” — is a very rare event.
Despite working in a scientific field, Thai healthcare professionals, like many others, are not immune to superstition. “The KFC Fried Chicken Curse” is a widespread belief among healthcare workers. For years, the myth has persisted that ordering KFC during a shift would inevitably lead to an overwhelming influx of patients. Some even say it’s because the holy spirits love KFC so much that they bring all the cases with them. Could it be real, or is it just a myth?
“When I first heard about this insight, I was surprised by how uniquely our brand connects with Thais in this way. This campaign is not just fun; it’s a reflection of what KFC stands for—bringing joy to everyone through our great tasting food,” commented Suhayl Limbada, Market Lead & Chief Marketing Officer KFC Thailand.
This superstition has made KFC an unwelcome sight in hospital wards, deterred healthcare workers from enjoying their favorite meal, and even created awkward situations for patients’ families who might want to treat them to KFC.
On the occasion of “Thai Doctor’s Day,” KFC Thailand has found a solution to break the curse: the special edition packaging, the “This Is Not KFC” collection.
The packaging features phrases like “This is not KFC,” “This does not contain Fried Chicken,” or “ “No WingZ Zabb inside,” inspired by traditional Thai methods to dispel curses. For the first time, healthcare providers can enjoy KFC Fried Chicken worry-free.
Partner agency Wolf BKK shared, “We tapped into a belief that’s epic and uniquely Thai, So, we used a straightforward, Thai-inspired approach to dispel the curse. KFC might be global, but in Thailand, it’s all about adapting to the local mindset.”
The campaign captured hearts online, particularly among Thai doctors and nurses, while bringing the Thai community closer. Many eagerly participated to see if the packaging could dispel the curse. The buzz became so intense that some calling it a national agenda, fueling curiosity and anticipation for the final results.
By launching this campaign, KFC Thailand aims to connect with the community while showing appreciation for the hard work and dedication of healthcare professionals. The special packaging was available for a limited time at KFC Thailand, only on November 25, at selected branches near hospitals only.
