McDonald's Taste of Korea: A Success Strategy Proven by Boldness

‘Taste of Korea’ Campaign: The Most Successful Gamble Born from Desperation

• The intense market background that led McDonald’s to launch the ‘Taste of Korea’ campaign
• In-depth analysis of the success factors behind the Changnyeong Garlic Burger and Jindo Green Onion Burger
• The social and economic value of 61.7 billion KRW generated by the campaign and its significance

The Giant in Crisis: McDonald’s Fight for Survival

In the early 2020s, South Korea’s fast food market was a silent battlefield where ideas, capital, and culture clashed. In this arena, the world’s strongest empire, McDonald’s, was deeply troubled. The McDonald’s Taste of Korea campaign began out of this desperation. The market could not be won by global standards alone; powerful local champions were already entrenched.

Kings of K-Burgers: Lotteria and Mom’s Touch

The global throne held little sway in the Korean market. Here, local champions had firmly established their kingdoms.

Master of Cultural Localization, Lotteria

Lotteria pioneered ’localization.’ In 1999, their ‘Rice Burger’, which replaced the hamburger bun with rice, sold 800,000 units within a month, breaking the stereotype that ‘hamburgers must have buns.’ They became known as ‘Bapderia’ in Vietnam, achieving market leadership with deep cultural insight, making them a formidable competitor.

Rebel of Unbeatable Value, Mom’s Touch

Mom’s Touch rewrote market rules with their nuclear weapon, the ‘Ssaiburger.’ The thick chicken thigh patty offered overwhelming volume, and their ‘made-to-order’ system broke the perception that fast food is junk food. Their smart location strategy, coining the term ‘Mom’s Zone,’ rapidly expanded their presence.

McDonald’s New Path: ‘Local Premium’

Caught between Lotteria’s ‘culture’ and Mom’s Touch’s ‘value,’ McDonald’s was lost. They needed a new battlefield. It was ‘Premium, Authentic, Local-Sourced Quality.’

Not just ‘domestic,’ but boldly declaring the use of ‘garlic from Changnyeong’ and ‘green onions from Jindo.’ This was the only way to shed the long-standing stigma of ‘unhealthy fast food’ and build a strong defense that competitors could not easily replicate.

The Great Gamble Called ‘Taste of Korea’

In 2021, McDonald’s Korea launched the ‘Taste of Korea’ project. This was not just a new menu launch but a massive gamble that changed the brand philosophy. The slogan was clear: “Save the taste of burgers, save the farmers.” This single phrase elevated consumption into an act of social value creation.

ESG and Loconomy: Two Faces of the Strategy

The genius of this campaign was the perfect combination of ESG (Environmental, Social, Governance) and Loconomy (Local + Economy).

• Moral Cause (ESG & Win-Win): On the surface, it emphasized coexistence with local farmers. Actual farmers appeared in ads, showing their crops with soil-stained hands, delivering trust stronger than any rhetoric.

• Pragmatism (Loconomy & Experience): Behind the scenes was a cold market strategy. McDonald’s created ‘Destination Flavors’—an experiential taste. The burgers became a gourmet journey, letting customers savor the aroma of Changnyeong garlic and the sea breeze of Jindo. Limited sales stimulated scarcity, creating strong purchase motivation.

Through this strategy, McDonald’s offered customers a new experience of ‘value consumption,’ proving that ESG can be the most powerful marketing.

Proof of Boldness: The Legends of Changnyeong and Jindo

The ‘Taste of Korea’ campaign gave birth to two legendary hits.

First Bold Move: Changnyeong Garlic Burger

In August 2021, the ‘Changnyeong Garlic Burger’ was introduced. McDonald’s selected the ‘Daeseo garlic’ from Changnyeong, Korea’s top garlic-producing region, known for its milder, less pungent flavor.

The real boldness was in the recipe: the equivalent of six peeled garlic cloves per burger was ground and mixed in. This daring ‘garlic bomb’ shook the market, flooding social media with ’life-changing burger’ reviews.

• Sales: Over 5.37 million units sold
• Local Economic Contribution: Purchased 170 tons of Changnyeong garlic over three years
• Proof of Authenticity: Received a plaque of appreciation from the Changnyeong Garlic Research Association in 2022

Second Bold Move: Jindo Green Onion Cream Croquette Burger

In July 2023, McDonald’s launched the ‘Jindo Green Onion Cream Croquette Burger.’ Choosing Jindo green onions, known for their high sugar content after harsh winters, McDonald’s showed boldness in ‘form’ and ’texture.’

Instead of finely chopping green onions, they created a ‘green onion cream croquette’ made with mashed potatoes, cream cheese, and Jindo green onions, placed atop the beef patty. The result was a ‘sold-out frenzy.’

• Sales Legend: 1.5 million units sold in one month, surpassing 4.86 million cumulatively
• Marketing Evolution: 40,000 visitors to the pop-up ‘Jindo Festival’
• Proof of Win-Win: Purchased initial 50 tons of green onions, awarded a commendation from the Jindo County Governor

Symphony of Flavors: Expanding the Taste of Korea Universe

‘Taste of Korea’ continued to evolve beyond garlic and green onions.

• Boseong Nokdon Burger: Made with pork raised on green tea leaves, reflecting local farming methods.
• Honey Butter Injeolmi Fries: Side menu using 100% domestic five-grain powder, expanding the win-win philosophy.
• Jinju Chili Cream Cheese Burger & Iksan Sweet Potato Mozzarella Burger: Continued exploring spicy and sweet flavors beloved by Koreans.

These diverse attempts elevated ‘Taste of Korea’ from a one-time promotion to a sustainable ‘Flavor Platform.’

Strategic Boldness Proven by Numbers

The ‘Taste of Korea’ project generated a social and economic value of approximately 61.7 billion KRW, including increased regional brand value (56.7 billion KRW), increased farmer income (4.49 billion KRW), and reduced agricultural waste costs (460 million KRW).

Summary of ‘Taste of Korea’ Key Menu Achievements

This table clearly shows the campaign was a systematic operation. Millions of sales translated into hundreds of tons of agricultural purchases and official recognition from local communities, creating a virtuous cycle.

Conclusion

McDonald’s ‘boldness’ was never madness. It was a ruthlessly calculated, brave, and brilliantly successful strategy that precisely understood the Korean market psyche.

• Key Point 1: Redefining Value McDonald’s pioneered the ’local premium’ market through a new value equation of (unique taste + authentic story + social contribution).
• Key Point 2: Perfect Fusion of ESG and Marketing Leveraging the social cause of ‘helping farmers’ as the strongest marketing message, they renewed brand image and led consumers to ‘value consumption.’
• Key Point 3: Building a Sustainable Flavor Platform Beyond one-off hits, they established a creative engine that makes consumers anticipate the next menu, becoming a trendsetter in Korean food culture.

The story is not over. McDonald’s explorers are still searching for the next protagonist of ‘boldness.’ What is the next ‘Taste of Korea’ you want to try?