BLACKPINK’s Rosé becomes the new global ambassador for South Korea’s ‘BHC Chicken’

Rosé of BLACKPINK has been officially announced as the new ambassador for BHC Chicken, a leading South Korean fast-food franchise. The announcement was made by the Chosun firm on December 10, 2024. This marks the first time the BLACKPINK star has been chosen to represent a food brand, making the collaboration particularly noteworthy.

Rosé has been specifically selected to represent "Bburinkle Chicken," BHC’s most popular menu item. The company aims to leverage its global influence to accelerate its international market strategy through the selection of the star. While the contract is reportedly still in the final stages of signing, the brand is already planning the launch of new menu items to celebrate the partnership.

With approximately 2,120 BHC Chicken stores across Korea, fans are excited about Rosé being featured as the brand’s ambassador.

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Rosé of BLACKPINK to be the face of BHC's Bburinkle Chicken

BHC, already featuring actor Hwang Jung-min and table tennis player Shin Yu-bin as its models, anticipates that adding the BLACKPINK star to its lineup will further bolster its global strategy. This move aligns with the company’s effort to enhance the global recognition of "K-Chicken."

The "Bburinkle Chicken" or "Prinkle Chicken," has received an enthusiastic response in South Korea and overseas. According to BHC, the item is sold in seven countries, including Malaysia, Thailand, the United States, Hong Kong, Singapore, Canada, and Taiwan, with cumulative overseas sales surpassing 900,000 units.

Among the items sold internationally, Bburinkle Chicken consistently ranks as the top seller across all countries. Praised for its unique and trendy flavor, it has gained significant traction, especially among consumers in their 20s and 30s, where word-of-mouth has rapidly spread.

BHC is also optimistic about the "Rosé Effect," particularly in light of her recent success with the song Apateu (APT.), a collaboration with global artist Bruno Mars.

As competition intensifies in the chicken franchise market, with the title "industry leader" increasingly contested, the choice of models has become a critical battleground. While BHC currently leads the market. Rivals like BBQ and Kyochon Chicken are closely trailing, making sustained efforts essential.

An industry insider commented,

"There’s a growing realization that relying solely on new menu items has its limits in strengthening competitiveness. Consequently, brands are focusing heavily on securing impactful advertising models and enhancing marketing strategies. As global interest in K-Food and K-Chicken rises, selecting models with global influence has become increasingly important."

Fans are now eager to see what kind of responsibilities will fall upon the shoulders of Rosé and when they will get a hold of her first campaign media.