ASUS and KFC tie up for branded burgers and limited edition keycaps

KFC China has announced a collaboration with ASUS's Republic of Gamers (ROG) division as part of a new "Fortress of Faith" campaign, offering two limited-edition meal sets with gaming-themed packaging.

The partnership features meals served in specially branded boxes, with the ROG logo burned directly onto the burger buns. The first meal set includes a burger, fried chicken, an egg tart, and a drink, priced at 39.90 yuan (around $5.60 USD). The second option, costing 42.90 yuan (around $5.99 USD), includes the same meal alongside a limited-edition keycap set.

This marks another venture into gaming territory for KFC, which has previously explored tech collaborations. In 2020, the company partnered with Cooler Master to announce the KFConsole, a gaming machine designed to resemble a Bargain Bucket. The device featured an integrated chicken chamber that used the console's heat output to keep food warm during gaming sessions.

The KFConsole incorporated a custom cooling system that redirected heat from the gaming hardware around the chicken chamber, maintaining both optimal system temperatures and heated food. The concept aimed to address the intersection of gaming and dining habits amongst consumers.

The current Chinese collaboration represents KFC's continued efforts to engage with gaming demographics through unconventional marketing approaches. The fast-food chain has identified gamers as a key consumer segment, leading to partnerships that blend food service with gaming culture.