BBQ Hosts Influencer Fashion Show
Expanding Brand Experience into Cultural Content
Genesis BBQ Group, a leading chicken franchise in Korea, has partnered with the women's fashion brand Marie Claire to embark on a marketing experiment.
On May 21, BBQ announced that it held a BBQ Chinfluencer Fashion Show in collaboration with Marie Claire at its flagship store, BBQ Village Songridan-gil, on May 17.
This collaboration began on the social networking platform Threads, which is popular among the younger generation. Both BBQ and Marie Claire gained attention for their witty and proactive content, and their online interactions led to an offline event.
At the event, BBQ's brand fans and social media influencers, known as "Chinfluencers," walked the red carpet wearing Marie Claire T-shirts and badges symbolizing BBQ. Instead of a glamorous, spotlighted runway, the fashion show took place in a casual store setting, which was unfamiliar but received positive feedback for its freshness.
On this day, BBQ showcased its signature menu item, "Golden Olive Chicken," as well as the "Strawberry Afternoon Tea Set," which is exclusively available at the Songridan-gil location.
BBQ stated that through this collaboration, the company aims to demonstrate its potential as a cultural content brand, going beyond the image of a simple chicken franchise. Kim Taehui, Executive Director of Global Branding Strategy at Genesis BBQ, said, "We plan to develop BBQ Village into a multi-cultural space targeting the sensibilities of the MZ generation," adding, "We will continue to expand touchpoints with consumers through collaborations with various brands."
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