Genesis BBQ Group announced on Monday that it has appointed Felix of global K-pop sensation Stray Kids as the new global ambassador for its premium chicken brand, BBQ, as the company seeks to further promote Korean food culture around the world.
The appointment marks a strategic collaboration between one of K-pop's most influential artists and a leading representative of Korea's fast-growing K-food industry.
Stray Kids, the group to which Felix belongs, has established itself as a global powerhouse by achieving an unprecedented feat of having eight consecutive albums debut at No. 1 on the Billboard 200, the main U.S. albums chart.
Felix, in particular, has built a strong global reputation beyond music through partnerships with numerous premium fashion and beauty brands. Known for his sophisticated image and distinctive style, he has emerged as a global icon with broad appeal among international consumers.
BBQ said Felix's image aligns closely with the company's premium brand identity and global vision.
"Felix's worldwide influence and unique charm make him an ideal partner to communicate the value of BBQ and K-chicken to consumers around the world," the company said.
BBQ has strengthened its competitiveness both at home and abroad by offering differentiated Korean-style chicken products, including its signature Golden Olive Chicken, which has become one of the brand's flagship menu items.
The company currently operates more than 800 stores in 57 countries, actively promoting Korean fried chicken and Korean food culture worldwide. Through its collaboration with Felix, BBQ plans to further expand its global consumer touchpoints and reinforce its presence in overseas markets.
Another reason behind the appointment is Felix's genuine affection for the brand. The K-pop star has previously mentioned BBQ menu items, including Crunch Butter Chicken and Jamaica Sotteokmanna Chicken, on fan communication platforms and shared his favorite menu combinations with fans.
BBQ believes this authentic connection between the artist and the brand will create stronger synergy and resonate with consumers globally.
Industry observers say the partnership reflects the growing convergence of K-pop and K-food, with Korean brands increasingly leveraging the global popularity of Korean entertainment to enhance brand awareness and accelerate overseas expansion.
"The combination of a globally recognized K-pop artist and a premium K-chicken brand has the potential to create significant marketing synergies," an industry official said. "As interest in Korean culture continues to rise worldwide, collaborations like this can further boost the global competitiveness of K-food brands."
BBQ said it plans to launch various marketing campaigns featuring Felix both in Korea and overseas, using the partnership as a platform to introduce more international consumers to Korean fried chicken and expand the global footprint of the BBQ brand.
