Wendy’s, in partnership with Rebel Foods, continues to redefine the gourmet QSR space in India with the launch of its Korean Range of Burgers, Wraps, and Sides. Leading the charge with innovation and taste, Wendy’s is the first in the QSR space to introduce Korean-inspired fast food to Indian audiences – and the response has been overwhelmingly positive. In just the first month since launch, the Korean Range has started contributing significantly to the overall business, highlighting a strong demand for bold, global flavors.
The lineup includes the Korean Fried Chicken Burger, Kimchi Nuggets, and Kimchi Tenders – each delivering a deliciously unique twist and resonating well with consumers across the country.
Nishant Kedia, CMO – India, Rebel Foods said, “This isn’t just a food launch. It’s a full-blown cultural moment. We’ve brought the K-wave to the Indian table – combining explosive flavors with equally exciting content. From anime-inspired visuals to ASMR mukbangs, the Korean Range is not only a delight to eat, but a vibe to experience. And customers are absolutely loving it.”
The launch campaign goes far beyond taste – tapping into the spicy, energetic personality of the food. The creative roll-out spans a rich mix of content formats:
- Heat as a hook: Every asset highlights the fiery, bold flavor profile of the Korean menu
- Anime-style storytelling: Inspired by the rising love for Korean animation
- ASMR & Mukbang content: Designed to recreate the Korean food experience as seen online
- Platform-native reels & memes: Trendy, snackable content that’s made for today’s scroll culture
- Cultural moments: Pre-launch teasers with a Korean twist – from K-beauty to fashion
With this launch, Wendy’s and Rebel Foods are not just serving great food – they’re creating a K-wave movement in the fast-food world. The Korean Range is now available across all Wendy’s India outlets and delivery platforms.
