Mumbai: Burger King India has fired up its menu with the launch of the Korean Spicy Fest, a limited-time culinary celebration designed to deliver the rich, bold, and authentic flavours of Korea. Launched nationwide on April 2nd, the new offering brings a flavour-forward experience with a range of Korean-inspired burgers, wings, fries, and more — all starting at just Rs149.
In response to the rising popularity of Korean cuisine in India, the Korean Spicy Fest is tailor-made for Gen Z, millennials, and spice lovers seeking new taste adventures. The lineup includes everything from fiery chicken wings to crunchy paneer burgers — all steeped in the iconic Korean flavour palette of sesame, garlic, ginger, and red chilies, served in premium brioche buns.
“Guests today are looking for new, exciting flavours that push the boundaries of taste. We have seen Korean flavour frenzy across categories and in our internal research too Korean came up as a top consumer flavour preference. Our product development team went to the fundamentals of Korean taste and built our recipes to deliver this authentic Korean flavours with the unique dunking process. With the Korean Spicy Fest, Burger King is delivering an authentic, crave-worthy experience that brings the global Korean flavour trend right to our guests. We’re confident that the combination of premium ingredients like the Brioche bun, bold Korean flavours, and a variety of burgers and snacks will make this an instant favourite of our guests,” said Kapil Grover, Chief Marketing & Digital Officer, Burger King India.
- Korean Spicy Fest Line-Up:
- Korean Spicy Chicken Burger – Crunchy whole muscle chicken layered with spicy Korean glaze and fresh lettuce on a brioche bun.
- Korean Spicy Paneer Burger – A fiery vegetarian option with Korean-spiced paneer.
- Korean Spicy Chicken Wings – Bone-in wings tossed in a sticky, spicy Korean glaze.
- Korean Spicy Chicken Bites – Bite-sized boneless chicken, crispy and flavourful.
- Korean Spicy Fries – Cheesy fries topped with punchy Korean glaze.
To elevate the experience, Burger King has also rolled out Korean Meal Deals and combo upgrades, making it easy for guests to enjoy a full-flavoured Korean feast at an affordable price point across its dine-in, takeaway, and delivery channels.
Supporting the launch is a 360° marketing campaign, encompassing digital, in-store, influencer, and OOH activations. The campaign is designed to captivate both food enthusiasts and K-culture fans alike, with a special focus on user-generated content and community-driven engagement.
Anupama Ramaswamy, Joint MD and Chief Creative Officer, Havas Worldwide India, commented on the creative strategy behind the campaign: “The buzz around K-culture is undeniable, but what caught our attention was the hunger for authenticity. People aren’t just looking for what’s popular; they want what’s real. Keeping this insight as our guiding tenet, we launched our Korean Spicy Fest campaign with a DVC that paid homage to all the K-fans in India and built a tribe through digital activations. This campaign isn’t just about introducing new menu items—it’s about honouring the culture and giving K-fans an experience that feels authentic, immersive, and made just for them.”
While rooted in boldness, the spice levels have been thoughtfully balanced to suit the Indian palate, ensuring the menu delivers flavourful heat without overwhelming the taste buds.
