Burger King Thailand: Burger King Thainess

This case study describes how Burger King diffused a tense social media story about a mother and daughter wearing traditional Thai costume in a Burger King restaurant, by celebrating Thainess.

Burger King Thailand: Burger King Thainess

Brand: Burger King Thailand Agency: mInteraction Thailand


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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands