BBQ unveils new 'Feel Crunch' menu with Stray Kids' Felix

Genesis BBQ Group announced Tuesday it is simultaneously launching a new menu item, "Feel Crunch," developed in collaboration with Stray Kids member Felix, in South Korea and overseas markets.

Feel Crunch features a caramelized onion sauce designed to maximize sweetness and savory depth, topped with roasted glutinous brown rice flakes and breadcrumbs for added crunch. The item was developed from the outset with international consumers in mind. It is launching in the United States simultaneously with South Korea, with rollouts to other countries planned in stages.

The company also unveiled its first advertising campaign featuring Felix. The spot captures the product's distinct texture through a scene of Felix biting into a piece of chicken, accompanied by the sound of a crispy crunch. The campaign will run across multiple channels, including television, YouTube and social media.

"We will effectively convey the new appeal of premium K-chicken to consumers both at home and around the world," a BBQ official said.