Mexicana Chicken

On August 22, 2019, chicken brand Mexicana Chicken announced they had recently signed a one-year contract with singer Kang Daniel. After being a promotional model for the chicken brand in 2017 as a member of Wanna One, Kang Daniel is said to have positively influenced the improvement of their brand value, so they will continue to reconnect with Kang Daniel through this model contract. An official said, “We are looking forward to delivering a positive brand image to our customers as Kang Daniel is an artist with considerable impact.” Starting from September 10, the company will offer tickets for a Kang Daniel fan sign event after purchasing chicken, as well as a variety of prizes such as mini-cooper cars and gift certificates. Mexicana planned to launch marketing activities for their new menu and carry out customer-oriented promotions with Kang Daniel over the next year.^[s]

The first fansign event held on November 15 had 1.2 million entries, and among them 100 lucky winners were selected. The MC for the event posted on SNS, “Kang Daniel who has an innocent smile. During the two hours, not even once did he let go of his smile #1cmLaughterBarrier #AngelicSmile #AwesomePersonality” ^{[s] [s]}

Mexicana experienced a growth in business compared to the past. In the January 2020 chicken brand ranking, Mexicana’s index points rose 86.29% since December.^[s] Edaily reported in April that Mexicana’s sales increased by 11% to 71.2 billion won in the past year.^[s] Mexicana Chicken planned to open more stores in Yongsan-gu and Sangpo-gu in downtown Seoul to better service Daniel’s fans, showing a good example of a successful start-up franchise.^[s]

On July 24, 2020, Mexicana confirmed in a blog comment they would be renewing a CF contract with Daniel.^[s] An article published on the 28th confirmed this.^[s]

On January 7, 2021, CEO Choi Kwangeun shared that they completed extending Kang Daniel’s contract with plans of various promotions in 2021.^[s] In March, the chicken brand thanked Daniel for increasing brand awareness and announced plans for a variety of promotions and new menus.^{[s] [s]} Mexicana officially launched its Sweet Latte Chicken ad campaign with Daniel in April.^{[s] [s]} On May 17, Mexicana’s BAEMIN shopping live reached a new record with sales of 100 million won and 200k cumulative views.^[s] On May 25, Mexicana opened a new Seoul branch. The start-up cited the promotional and marketing strategy called the Kang Daniel Effect (강다니엘 효과) as a way of increasing competitiveness and brand value.^[s]