This June, American fast-food chain KFC is gearing up to launch its latest collaboration with the popular video game Genshin Impact. Titled K’s Man, the team-up features popular characters Alhaitham and Kaveh, two male figures from the Sumeru region with a complex relationship that is highly shipped by fans.
The co-branding event is framed as a “premiere” for a mystery action film co-created between KFC and Genshin Impact. A 30-second teaser is also planned for release on 27 June, presumably the official launch date of the collab. For the event, KFC has prepared pin badges, acrylic stands and exclusive packaging for food.
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This is not the first time KFC has collaborated with Genshin, so it’s unsurprising that the campaign’s hashtags attracted a high number of views. However, the most recent ranking isn’t as high as previous ones. For brands like KFC, its marketing has always been aimed at younger consumers, both in China and globally. KFC has launched several gaming team-ups, especially with female-facing otome games. By taking the popular game’s highly shippable duo, this collab is likely aimed at young female gamers or “erciyuan” in general.