In June, Genesis BBQ Group named Stray Kids’ Felix as their brand ambassador. Now, the company is launching a new “Fel-Crunch” menu, which is inspired by his famous love for fried chicken. After announcing the Felix BBQ collaboration on June 23, 2026, they quickly kicked off social media teaser campaigns. The “Fel-Crunch” menu officially launched today, July 7, 2026. Genesis BBQ Group launched its ‘Fel-Crunch’ menu at the same time in South Korea and the United States.
Why Did BBQ Hire Felix as Their Brand Ambassador
BBQ Chicken chose Felix as its global brand ambassador to help grow the brand in 57 countries, using his worldwide fame and high-end reputation. This is a smart move because Felix is already a genuine fan of their food and has often recommended his favorite dishes, like “Crunch Butter Chicken,” to his fans. This makes the partnership feel much more real and natural than a typical celebrity advertisement.
What makes this deal stand out is that BBQ Chicken built the project around Felix’s actual taste. BBQ designed the menu to match his personal favorites. The BBQ Chicken menu includes crunch butter chicken, Jamaica sotteok-manna chicken, and caramelized onion sauce. Korean media reported that Felix’s appointment as global ambassador boosted consumer interest in the brand by 61% throughout June.
