China Food

Kentucky Fried Chicken has signed a contract with once again. This time, it will broadcast all-round “crystal” color

KFC, with more than 8000 stores, has ushered in its 35th year in mainland China.

Today, KFC China officially announced the brand-new brand spokesperson Guo Jingjing, and will bring a series of activities covering from new products to corporate social responsibility.

With the first store settled in Beijing in 1987, KFC has been with us for 35 years and has become an indispensable catering scene in the memories of many post-80s and post-90s generations.

On the occasion of the 35th anniversary, what kind of sparks will be generated by the cooperation between the national brand KFC and Guo Jingjing? After the 35th anniversary, what new actions will this catering chain enterprise take in the mainland market? Let’s take a look.


Guo Jingjing, who is also a “post-80s generation” like KFC China, wrote a brilliant achievement on the diving platform.

Less than 7 years old, Guo Jingjing started her diving career at the training base in her hometown of Baoding, Hebei. Five years later, at the age of 12, she was selected into the Chinese national diving team, now known as the “dream team”. In the following 18 years of her career, Guo Jingjing won 31 World Championships, including 4 Olympic champions and 2 runners up. She is affectionately known as the “Diving Queen” by Chinese people.

These medals and honors are the best praise for Guo Jingjing’s consistent original intention, upward, tenacity and hard work. After announcing her retirement in 2011, Guo Jingjing also served as a member of the diving technical committee of fina in the diving events of the Tokyo Olympic Games. At the same time, she has been constantly active in the public welfare field and continues to shine in a broader world.

Every time Guo Jingjing appears, her qualities of fearlessness, courage, self-confidence and freedom can always inspire and move the Chinese people. These are exactly the brand concepts that KFC China hopes to convey to consumers.

Wang Tao, general manager of Kentucky Fried Chicken, told xiaoshidai: “Guo Jingjing never forgets her original intention and works hard. She is full of positive energy and inspiring upward force, which is very consistent with the brand spirit of Kentucky Fried Chicken rooted in China and free together.”

It can be seen from the figures in the posters of KFC in recent years that the brand not only cares about the preferences of young people, but also whether the spokesperson can convey positive brand energy.

From the cooperation with Lang Ping, former head coach of the Chinese women’s volleyball team, in the new year in 2020, to the cooperation with Wu Dajing, an athlete of the Chinese men’s short track speed skating team, and Su Yiming, a gold medal winner of the 2022 Beijing Winter Olympics in 2021, more and more faces of the times with positive energy have been brought under the leadership of the Chinese spokesperson team of KFC.

Lang Ping led the Chinese women’s volleyball team to turn the tide at the last moment, creating the miracle of the Olympic women’s volleyball team winning the gold medal, and let the Chinese people see the sports spirit of never giving up and fighting to the end; Wu Dajing won the world record in the men’s 500m short track speed skating final of the Pingchang Winter Olympics in 2018; Su Yiming, a newborn calf, is not afraid of tigers. He won the silver medal in men’s slope jumping skills and the gold medal in the big jump at the Beijing Winter Olympics, becoming China’s first snowboarding Winter Olympic champion.

It is reported that as the official catering service sponsor of the 2022 Beijing Winter Olympic Games and the winter Paralympic Games, yum! China

In 1987, KFC opened its first store in mainland China in Beijing. Later, with the hot and spicy chicken drumstick, family bucket, hot and spicy chicken wings, old Beijing chicken roll, snow top coffee and other popular products launched on the menu, KFC gradually occupied the childhood memories of consumers after 80, 90 and even 00, and grew up with generations.

On the way to further develop the Chinese market, KFC not only has the above-mentioned classic products, but also constantly introduces new products with local characteristics and cost-effective, so as to seize the stomach of local consumers.

For example, in this year’s “every side is China” activity, KFC restaurants all over the world successively selected one of the authentic breakfast new products such as beef rice noodles, scallion oil noodles and beef hot and dry noodles, and limited them to the market. The price of new products and corresponding packages in the activity theme menu is between 11-21 yuan, with an average price of 15.3 yuan.

In order to celebrate the 35th anniversary of entering the mainland of China, KFC launched classic product promotion activities for five consecutive weeks from June 20 to July 27, focusing on those enduring products. Finger sucking chicken at 2.5 yuan, spicy wings at 6.6 yuan, hamburger at 9.9 yuan, family bucket at 59 yuan, etc., plus coupons and vintage posters of “Yeqing Hui”.

These not only bring us the return of price, but also open a door to the past, where there are family, friends and us when we were young. Now, after 35 years of baptism, KFC will continue to act as a participant and striver for a better future, accompany Chinese consumers with its national brand strength, and write a new chapter with them.

Obviously, companionship can not only be verbal. It is reported that in order to make “accompany” more specific, KFC and Guo Jingjing will cooperate to carry out a series of activities, covering new product launch, corporate social responsibility and other aspects, to create multi touch and all-round concept output activities, constantly deepen consumers’ awareness of the brand and stimulate new feelings.

The snack generation learned that because the whole family bucket is deeply loved and praised in the price return activity, KFC will also bring “the whole family bucket returns 59 yuan” to consumers from August 15 to August 17, with Guo Jingjing’s official publicity, and bring two “return price” return activities for the whole family bucket to consumers, so as to open a new spokesperson’s journey with hot energy.


Next, the “KFC’s delicious hamburger menu” will be launched in September. As the brand spokesperson, Guo Jingjing will recommend three types of hamburgers – the brand-new golden spa chicken steaks, the super value juicy tender beef burgers, and the high-quality juicy thick beef burgers. With the sincere price for 28 consecutive days, all consumers will be able to eat delicious and inexpensive hamburgers, “so that every moment of life can be enjoyed.”.

In October, Guo Jingjing will call “KFC food station” together with the brand in the capacity of “KFC brand care ambassador”. KFC food station will distribute the unsold surplus food within the warranty period to the people in need free of charge. This project is committed to bringing the public welfare model with temperature into the community, practicing resource conservation and maximum utilization, reducing food waste, and building a natural and good environment with community residents.

According to the calculation of a third-party professional organization,

Kentucky Fried Chicken has signed a contract with once again. This time, it will broadcast all-round “crystal” color


















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