KFC China slammed by consumer rights group over viral blind box meal campaign

A consumer rights group in China has urged the public to boycott KFC China's recent collaboration with toymaker Pop Mart, which offers dolls after customers buy blind box meals.

In a statement, the China Consumers Association said using limited-edition blind box sales to induce and condone consumers' irrational and excessive purchase of meal sets goes against public order, good customs and the spirit of the law. 

It added that the association advocates that consumers actively establish a correct consumption idea, enhance their awareness of being frugal, practice anti-food waste, choose a simple, moderate, green and low-carbon lifestyle. Customers should also take on the social responsibility of saving resources and protecting the environment, according to the association. 

The collaboration between KFC China and Pop Mart offers seven dolls. The campaign is also part of KFC China's 35th anniversary of the opening of its first outlet on the Chinese mainland. The dolls showcase Dimoo, a character created by Pop Mart, in different outfits and styles such as Colonel Sanders, French fries and sweet corn. To get one of the dolls, customers need to buy a ¥99 (US$15.5) family set meal.

A report from Ming Pao said some people can help customers who want to collect the dolls eat up the meals. They even said, "The blind boxes are all yours, food energy comes to me."

Although facing criticism, the report also said that KFC China will continue the campaign.  

It's reported that KFC China is providing a total of 263,880 sets in some of its outlets in China. According to China Daily, within a week, 85% of the toys were sold. The collaboration has been popular in major cities in China. For example, some outlets in Shanghai did not offer any dolls after selling the meals for just about three days. Also, a netizen said on her Weibo that she had spent ¥10,494 (US$1,647) on 106 meals. She wrote, "The happiness of the rich, [do you] feel that? KFC [China] is getting more interesting and knowing how to amuse [customers]."

Some customers are also reselling the dolls online. A collection of dolls consisting of all seven characters could cost ¥1,300 (US$204). Additionally, some customers even scanned the blind box to see what was inside. Other customers also put the blind boxes on a weight scale, hoping to offer tips to fellow customers for more information about the blind boxes.

The association reiterated that in April 2021, China passed an anti-food waste bill that stipulates that catering service operators can be fined up to ¥10,000 if they induce customers to order excessive food and cause obvious food waste. 

(Photo courtesy: 123RF)

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