Felix Named BBQ Global Model as Brand Opens New Campaign With Stray Kids Member

Genesis BBQ Group has selected Felix of Stray Kids as BBQ’s new global model, placing the K-pop artist at the center of a new campaign tied to the chicken brand’s global marketing plans. The appointment was announced on June 23, 2026, with BBQ also releasing teaser videos connected to a new menu through its official social media channels.¹

The Felix BBQ Model campaign links the company’s K-chicken positioning with a performer whose public profile extends beyond music. BBQ said Felix was chosen because of his influence in music and fashion, as well as his known interest in BBQ chicken, a point the company presented as part of the background for the model selection.¹

Felix BBQ Model Campaign Begins With New Menu Teasers

BBQ’s first public move after naming Felix as a global model was the release of two teaser videos featuring him. The company said the videos were connected to a new menu and were made available through official social media channels.²

A BBQ official described Felix as “an artist with global influence” whose presence stands out not only in music but also in fashion and beauty.² The company also said it expects the campaign to communicate more naturally with consumers in Korea and overseas because Felix has an “authentic story” of having consistently enjoyed BBQ.³

The campaign is being framed around both brand recognition and menu promotion. Newsis reported that BBQ plans to use Felix’s appointment to deliver its brand identity to global consumers while continuing marketing campaigns for new menu items.⁴ Hankyung also reported that BBQ plans to carry out various marketing campaigns with Felix, including campaigns connected to a new menu.³

The teaser push includes short-form video activity. A BBQ official YouTube channel, “BBQ 세상에서 가장 맛있는 치킨,” posted a BBQ x Felix Shorts video on June 23, 2026, with the English title “[BBQ x Felix] You’ve never experienced crispiness like this.” The video is described as a campaign teaser emphasizing the crisp texture of the new menu, and another Shorts video titled “[BBQ x Felix] Shh, want to hear this crunch?” was also identified on the same date.⁵

Why BBQ Chose Felix

BBQ’s explanation for the appointment centers on two points: Felix’s international influence and his existing connection to the brand. The company cited his reach in music and fashion when naming him as the new global model.¹ It also highlighted that he had previously mentioned BBQ products including Crunch Butter Chicken and Jamaica Sotteok Manna Chicken through fan communication platforms.⁴

That existing association gives BBQ a consumer-facing story for the campaign without presenting the appointment only as a conventional celebrity endorsement. The company’s public statements emphasize both Felix’s global visibility and his history of enjoying the brand’s chicken.³

BBQ also connected Felix’s image with its stated direction as a premium K-chicken brand. Inews24 reported that the company said Felix’s image fits the brand direction, while also noting that BBQ is pursuing global business expansion.²

The choice arrives with Stray Kids already carrying a strong international profile. Hankyung reported as background that Stray Kids had recorded eight consecutive No. 1 albums on the U.S. Billboard main album chart, the Billboard 200.³ BBQ’s campaign, however, is focused specifically on Felix as the brand’s new model and the new menu marketing that follows the announcement.

Global Brand Push

BBQ is positioning the Felix campaign within its broader international business. Inews24 reported that BBQ operates more than 800 stores across 57 countries and is focusing on global business expansion.² Campaign Insight also reported that BBQ currently operates about 800 stores in 57 countries, tying the Felix appointment to the company’s effort to widen contact points with overseas consumers.⁶

The brand’s use of a K-pop artist for a K-chicken campaign reflects the marketing direction described in the company coverage: connecting Korean food branding with a globally recognized Korean entertainer. Campaign Insight reported that BBQ aims to broaden overseas consumer contact points based on Felix’s global influence and authenticity toward the brand.⁶

For BBQ, the appointment gives the company a single global face for campaigns that can be used across new menu promotion and broader brand identity messaging. For Felix, the campaign adds a food and restaurant brand partnership to a public profile already described by BBQ as spanning music, fashion, and beauty.²

The immediate campaign activity remains centered on official teaser videos and new menu-related marketing. BBQ has confirmed Felix as its new global model and has begun releasing related campaign content, with further marketing planned around the brand’s global identity and new menu promotions.¹