Cross-Border Co-Branding: KFC China's Game Strategy

Fan Hong

2025

Abstract

Traditional catering brands struggle to attract young consumers and stay modern. KFC China found success through video game partnerships. This study examines KFC's collaborations with games like Genshin Impact and Eggy Party. It shows four key steps, choosing suitable game partners, creating themed dining experiences, expanding online visibility, using data to keep customers engaged. These strategies help solve common problems like outdated branding and limited innovation. KFC's approach offers practical tips for traditional businesses going digital.

Paper Citation

in Harvard Style

Hong F. (2025). Cross-Border Co-Branding: KFC China's Game Strategy. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 214-218. DOI: 10.5220/0013841800004719

in Bibtex Style

@conference{iceml25,
author={Fan Hong},
title={Cross-Border Co-Branding: KFC China's Game Strategy},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={214-218},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013841800004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Cross-Border Co-Branding: KFC China's Game Strategy
SN - 978-989-758-775-7
AU - Hong F.
PY - 2025
SP - 214
EP - 218
DO - 10.5220/0013841800004719
PB - SciTePress