Burger King: Thainess

This case study explains how fast food chain Burger King turned negative comments into a marketing opportunity in Thailand.

Agency: mInteraction/MEC Country: Thailand


Thailand is one of the only nations among the ASEAN that lost its culture of putting on traditional costume in daily life. To the young generation wearing Thai costume sounds weird and silly.

The problem when a picture was posted online of a mother and daughter – wearing Thai costume, sitting in a western restaurant – Burger King. The picture became viral across Thai social networks overnight with more than 3,000 negative comments, and with the appearance of the Burger King logo.

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