On the 14th, Genesis BBQ Group announced that it held an event called 'Spicy Meets Smooth: BBQ X Milkis' in collaboration with LOTTE Chilsung Beverage to promote K food in Times Square, New York City. Times Square is one of the world's major advertising hotspots and tourist attractions, often referred to as the 'crossroads of the world.'
The event was organized under the concept of 'When eating spicy food, drink Milkis!' showcasing the pairing of K drinks and K chicken by alternating spicy foods such as chicken, tteokbokki, and ramen with Milkis, which is highlighted as Korea's No.1 Creamy Fizz. At the event, BBQ and LOTTE Chilsung Beverage provided 5,000 servings of chicken and 5,000 cans of Milkis, respectively.
According to an official from the American BBQ sector, the event was scheduled to be held from 12 p.m. to 5 p.m. on the 14th. However, the prepared quantity was sold out within four hours due to over 100 citizens gathering for the open run after hearing the news.
BBQ and LOTTE Chilsung Beverage plan to continue their collaboration in the U.S. market. Starting at the end of this month, Milkis will be sold as a beverage option in all BBQ outlets, and on July 29, coinciding with National Chicken Wing Day, customers who order hot chicken at BBQ locations will receive Milkis for free.
A BBQ official noted, 'Last year, BBQ sold over 300 billion won in the U.S. alone and is growing rapidly, currently operating in 32 states. We hope BBQ will establish itself as a strong platform for K food in the U.S.'