'Floating Balloons and Handing Out Towels'... Jinju City Goes Crazy Over McDonald's New Menu

McDonald's '4th Korean Flavor Project' selected Jinju, Gyeongnam, is drawing attention from netizens for expressing its joy without reservation.

A McDonald's store located in Jinju, Gyeongnam. A large chili pepper-shaped ad balloon is displayed with the words "Welcome" and "Welcome to Jinju, the hometown of the chili burger." [Image source=Captured from online community]

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On the 10th, photos of the McDonald's store located in Jinju, Gyeongnam, were posted on various online communities under titles such as "Jinju McDonald's excited about the new product launch is so cute." The post included photos of the store with a full-storefront advertisement for the new menu item, the 'Jinju Chili Cream Cheese Burger,' and a large chili-shaped ad balloon with the words "Welcome" and "Welcome to Jinju, the hometown of the chili burger."

A McDonald's store located in Jinju, Gyeongnam. An advertisement for the new menu item 'Jinju Gochu Cream Cheese Burger' is displayed on the entire exterior wall of the store. [Image source=Online community capture]

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Inside the store, there were decorations of chili peppers and hamburger drawings that appeared to be made by children. Additionally, posters with the slogan "You did it, McDonald's, well done Jinju chili" were attached to the windows, and it was stated that the first 100 customers purchasing the Jinju Chili Cream Cheese Burger set would receive a commemorative towel. The towels also bore the phrases "Congratulations" and "Chili Cream Cheese Burger Launch," expressing their joy about the new product launch as it is.

Commemorative towel giveaway event held at McDonald's stores in Jinju, selected for the 'Taste of Korea Project.' Towels will be given to the first 100 customers who purchase the 'Jinju Chili Cream Cheese Burger' set. [Image source=Online community capture]

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It is not only the store that is excited about the McDonald's new menu launch. Jinju city's official Instagram and other platforms reposted an advertisement video featuring farmers who grow chili peppers tasting the burger, and a short video was also posted showing what appeared to be public officials rushing into the McDonald's store to try the 'Jinju Chili Cream Cheese Burger.'

On Jinju city's official Instagram, a short video was posted showing people who appear to be public officials rushing into a McDonald's store to try the "Jinju Chili Cream Cheese Burger."
[Image source=Instagram capture]

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Although this is the fourth time McDonald's has conducted the 'Korean Flavor Project,' it is the first time that news of events held by the local store or government has been heard. Previously, McDonald's conducted the 'Korean Flavor Project' in Changnyeong, Boseong, and Jindo regions, but there were no McDonald's stores in those areas. Since this is the first time a region with a McDonald's store has been selected for the 'Korean Flavor Project,' it appears that the local store and government have come together with one heart and one mind to promote it.

A poster reading "We did it McDonald's, well done Jinju chili" is displayed on the window of a McDonald's store in Jinju. It also states that the first 100 customers who purchase a burger set will receive a commemorative towel. [Image source=Online community capture]

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Netizens who saw this commented positively, saying, "The way everyone is excited together is so cute," "I want to have the towel too," "The phrase 'Well done Jinju chili' is so funny. It looks like a Seoul National University acceptance banner," "I enjoyed the previous Korean Flavor series, so I want to try this one too," "I didn't know Jinju was famous for chili peppers," "It’s sad that other regions didn’t have McDonald's before," "I hope they continue to find Korean flavors," and "Seeing how much they like the new product makes me feel good too."

Meanwhile, Korean Flavor is a local sourcing project launched by McDonald's in 2021. Starting with the Changnyeong Garlic Chicken Burger in 2021, it successively introduced the Boseong Green Pork Burger and the Jindo Green Onion Cream Croquette Burger. Over the three years since the project's launch, it has sourced about 750 tons of ingredients, with cumulative sales approaching 20 million units. This project was inspired by Korean chili pickles, and it is reported that 5 tons of chili peppers were supplied from farms in the Jinju area.

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