Every Region's Name, Served on a Burger

McDonald's launched its 'Taste of Korea' campaign to raise awareness of homegrown Korean ingredients and grow alongside local farming communities. It sourced produce from regions across the country — Changnyeong garlic, Boseong pork, Jindo scallions, Jinju peppers, Iksan sweet potatoes — and turned them into burgers named after their home regions, tying the campaign to ads featuring real local farmers and region-themed pop-ups. Rather than presenting domestic produce as mere ingredients, it let people taste 'a region's name and story,' growing local pride and brand experience together.

McDonald's launched its 'Taste of Korea' campaign to spotlight domestic Korean ingredients and grow together with local farms. It turned produce from across the country — like Changnyeong garlic and Boseong pork — into burgers named after their home regions, connecting the campaign to ads starring real farmers and region-themed pop-up events.

For a global fast-food brand to put regional specialty ingredients and local farmers front and center is a strategy that appeals to Korean consumers' sense of local pride while also building trust.