KFC Thailand + Wolf BKK celebrate final province with ‘Carsick Bag’ curvy road challenge

KFC Thailand celebrates a major milestone, completing the map across all 77 provinces in Thailand with the opening of its final province, Mae Hong Son. The legendary curviest province in the country, with more than 1,864 curves. A destination every Thai dreams of challenging at least once in their lifetime.

Mae Hong Son. A name that instantly triggers Thai senses: Curves that come with dizziness, the kind that spins your head and leaves your stomach begging for mercy. A route that is not easy, even for locals, and definitely not for the weak. Curve after curve, turn after turn, reaching Mae Hong Son means conquering more than 1,864 curves along the way. No shortcuts.

After more than 40 years of serving fried chicken across Thailand and expanding to over 1,200 locations nationwide, KFC has become the first brand to officially reach every province in the country. This moment marks more than just a store opening. It is history in the making. Mae Hong Son is not the last because it was overlooked or delayed, but because it is a destination that demands intention. It represents KFC’s determination, and a journey worth taking to serve chicken to everyone.

To mark this special arrival, KFC teamed up with Wolf BKK to introduce the “Carsick Bag” as an invitation to the challenge, a celebration, and a symbol of respect for this unique road. Because we know that enjoying fried chicken here takes more than just a drive. You have to battle the curves, the road, and the dizziness before you arrive. And sometimes… let’s just say the bag comes in handy. The Carsick Bag becomes both a medium and a challenge, with one simple rule: arrive with it clean. Those who make it to Mae Hong Son with a clean carsick bag will be rewarded with a special promotion from KFC: a 77-baht bucket featuring 7 pieces of fried chicken and 7 Wingz Zabb, served in a limited-edition bucket available only in Mae Hong Son.

The celebration extends across the city, transforming the branch into a new provincial landmark, with special tour bus stops, a yellow songthaew route from Saiyud Market, stamp- collecting activities, and official Route Conqueror Certificates waiting at the finish line.

KFC is now open in its final province, with three new locations: PTT OR Pai, PTT OR Mae Hong Son, and PTT OR Mae Sariang Mae Hong Son. Come and experience the route for yourself in Mae Hong Son.

Credits
Brand: KFC Thailand
Agency: Wolf BKK
Chief Creative Officer: Torsak Chuenprapar
Managing Director: Natdhee Sopondhitipun
Executive Creative Director: Pathida Akkarajindanon
Creative Group Head: Pandarie Somjit
Creative Group Head: Panupong Putong
Copywriter: Poomrapee Ongardvanish
Art Director: Narada Kittikunokorn
Group Communications Director: Sirapa Kanchanasuppawong
Communications Director: Sawarin Juntaratip
Agency’s Producer: Chanoknan Wongwises
Senior Graphic Designer: Vanvisa Wangbamrungsak