McDonald's HK wows anime fans with exclusive Dragon Ball collab

McDonald's Hong Kong has wowed anime fans in Hong Kong and Macau with an exclusive “Dragon Ball DAIMA” collaboration. Dragon Ball is a Japanese media franchise created by Akira Toriyama in 1984, which follows the adventures of protagonist Son Goku from his childhood through adulthood as he trains in martial arts.

Available from 14 November, the limited-time Dragon Ball series features new Japanese-style delicacies, including Japanese-styled chicken katsu burger, crispy purple sweet potato balls and Okonomiyaki flavoured shake shake fries seasoning.  

All themed menu items in collaboration with the currently on-air "Dragon Ball DAIMA" series will feature animated-theme packaging. Clamshell boxes, beverage cups, takeout paper bags, and more will showcase characters’ portraits, including familiar faces such as  Goku (mini), Vegeta (mini), Bulma (mini), Supreme Kai (mini) and Piccolo (mini), along with new characters Glorio and Gomah.  

In addition, the "Seven Dragon Balls" are printed on the packaging, allowing customers to enjoy their meals under the “Dragon Ball DAIMA” theme. 

Unearthing insights

Explaining the idea behind the partnership, Tina Chao, CMO of McDonald’s Hong Kong said during an interview with MARKETING-INTERACTIVE, that Dragon Ball has long been a classic and popular animation among Hongkongers. “’Dragon Ball DAIMA’ holds particular significance as it is the last series that Akira Toriyama worked on before his passing. In addition, it is a global exclusive launch. We believe that partnership with such a noteworthy and cherished series will undoubtedly be a good highlight and generate buzz in the market.” 

In fact, the anime market size has grown from US$26.0 billion in 2023 to US$28.55 billion in 2024, with APAC being the largest region in the anime market in 2023, according to Anime Market Research Report 2024 by ResearchAndMarkets.com.  

It is expected to grow to US$41.94 billion in 2028 at a compound annual growth rate (CAGR) of 10.1%. Anime's rising popularity has become a cultural force across all demographics and audiences, driven mostly by an enthusiastic international market.    

In view of these trends, McDonald’s Hong Kong hopes the launch of the collab can help it better connect with the community, especially the younger generation, she added. “We aim to leverage our menu items along with popular anime to excite our consumers and create a cultural moment that fosters lifelong McDonald’s fandom.” 

Targeting animation enthusiasts, Gen Z, and young adults, the partnership has been created based on market trends and customer insight, which includes developing innovative menu items and emotionally engaging marketing approaches, enabling the brand to connect with customers on a deeper level.  

“Our multi-channel marketing strategies ensure that we reach our audience wherever they are, creating a cohesive and engaging experience[...] We also introduce a time-limited tasting price for Japanese-styled Chicken Katsu Burger to encourage trial and recruit new users,” she added. 

Fusing food and anime

Beyond food packaging and corresponding anime-themed promotion assets, Chao said the partnership with Dragon Ball DAIMA allows the brand to create special moments with McDonald’s and Dragon Ball fans. “We are committed to delivering exclusive joyful experiences to our customers and fostering them to become our enthusiastic brand advocates.” 

Done in collaboration with creative agency DDB Hong Kong and media agency OMD Hong Kong, the Dragon Ball collab is amplified via multiple channels, such as strategic media placements across different channels including TVC, print, social media and various digital and anime-related platforms.   

The brand also closely engages members through McDonald’s App and CRM communication. Additionally, it will be introducing new happenings under the theme in the following weeks to maintain the buzz around the exclusive collaboration. This comprehensive combination of promotional elements is designed to create a dynamic campaign that resonates deeply with McDonald’s target audience. 

In terms of how the partnership will impact the local marketing industry, Chao said the strategic collaboration of food and animation offers a compelling way to engage with new and existing customers, particularly younger demographics. “We hope to encourage the market to explore similar cross-industry collaborations, to complement the brands and add extra flavours to create campaign uniqueness.” 

Chao said: "Anime has emerged as a powerful medium for brands to engage with audiences in a visually striking and culturally relevant manner. With that in mind, McDonald's Hong Kong is thrilled to announce our global exclusive collaboration with 'Dragon Ball DAIMA,' designed to resonate with the vibrant local anime community.”  

“This partnership will engage fans with exciting new menu items and limited edition collectibles, bringing our brand into the cultural landscape and creating happy moments for all,” she added. 

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