HONG KONG – In a fusion of pop culture and crispy indulgence, KFC Hong Kong and iProspect Hong Kong have teamed up once again to celebrate the 30th anniversary of Gundam Wing: Endless Waltz with a new campaign titled “Take a Break. Enjoy the Endless Crispy.”
Following the success of their previous anime themed campaign, the collaboration reimagines one of Japan’s most iconic anime franchises through the lens of fast food. iProspect leveraged its prowess in IP led creative strategy to produce a campaign that resonates deeply with both Gundam enthusiasts and everyday KFC lovers.
At the heart of the campaign lies a charming, unexpected twist: even battle-hardened Gundam pilots need a break. A commercial spot brimming with high octane animation and classic lines like “Target Lock On,” and stylized fried chicken sequences showcases a humorous contrast between relentless battle and the joy of simply pausing for a bite.
To amplify the campaign, KFC’s flagship store in Causeway Bay underwent a total Gundam transformation with themed interiors, exclusive packaging and life sized character displays.
Beyond aesthetics, iProspect and KFC launched seven exclusive merchandise items, all designed to marry utility with Cantonese pun-filled humor. The centerpiece: the Wing Gundam Zero (EW) Container Bucket, a 3D collector’s item featuring luminous elements. Other standout products include the “Endless Break” wireless charger, a multifunctional table mat, and a sleek cardholder that all echo the campaign’s call to recharge with a crispy snack.
Fans were invited to join a user-generated content challenge, showing off how they use their Gundam-themed items in work or study settings. Winners stand a chance to win a round-trip to Japan and tickets to the Osaka Expo.
“We are truly grateful to be part of the sought-after Gundam 30th anniversary celebration,” said Piera Chan, Head of Marketing, KFC HK & Macau. “This collaboration allows us to connect with fans while celebrating the iconic franchise. In our campaign, even Gundam pilots, known for their endless wars, take a moment to pause and recharge, echoing our KFC’s brand positioning of “Take a Krispy break”.
Jan Lee, Managing Partner & Director of dentsu Entertainment Hong Kong, commented, ” It’s rewarding to see a beloved anime reimagined in a way that feels fresh and emotionally engaging. This collaboration goes beyond nostalgia—it’s about turning the anime’s spirit into a brand experience that resonates today. By blending storytelling, design, and cultural relevance, we aimed to create something that entertains, connects, and inspires.”
Keith Liu, Group Creative Director at iProspect Hong Kong, added, “We wanted to create a universe where even the fiercest pilots could pause, recharge, and enjoy a crispy break. It’s a playful yet powerful way to connect with fans through design, emotion, and shared culture.”
The campaign runs from 3 July to 13 August across Hong Kong and Macau, with promotions spanning TV, digital, outdoor, print, and influencer channels. It also includes a full takeover of KFC’s Causeway Bay flagship store and activations at all KFC locations.
