KFC Thailand, the country’s leading fried chicken brand, has kicked off its nationwide “Zabb Festival” campaign, celebrating the bold and spicy essence of Thai cuisine through its iconic WingZabb. More than just a fried chicken menu item, WingZabb is positioned as a cultural icon that embodies the full spectrum of Thai “zabb” flavor—spicy, tangy, aromatic, and irresistibly bold.
Running from 24 July 2025 to 27 August 2025, the campaign invites locals and tourists alike to experience the true taste of Thailand. As the brand declares: “If you come to Thailand and don’t try zabb, you haven’t truly arrived.”
To amplify the message, KFC released a humorous and high-energy commercial titled “Zabb So Powerful, It’s Hard to Resist”, featuring a foreign traveler caught at airport security with WingZabb hidden in his pants—highlighting the dish’s addictive appeal. The ad has gone viral, especially on TikTok, with over 2.8 million views and 153,000 engagements, turning WingZabb into a trending Thai soft power symbol.
