Wolf BKK highlights KFC Thailand’s commitment to rice with launch of “Uncle KFC’s Chicken Rice”

KFC Thailand has taken a bold step beyond its famous fried chicken, announcing through this new Wolf BKK spot, its commitment to rice, a staple of Thai cuisine.

The brand has introduced its latest menu item for the New Year: “Khao Man Kai.” This dish, often referred to as “Thai- style fast food” due to its quick preparation, features aromatic, fatty rice paired with chicken – a menu that’s convenient, delicious, and deeply loved across the country. Its popularity is undeniable, with a dedicated Facebook community called “Chicken Rice Lovers” with over 400,000 members. The group shares everything from recipes to recommendations for the best local chicken rice spots, driven by their shared passion and love for ‘Khao Man Kai.’ Recognizing this passion, KFC Thailand has debuted its own take on the beloved dish. Their version of Chicken Rice combines aromatic rice with crispy fried chicken and a secret recipe soybean sauce, all presented in the unique style of their iconic Uncle KFC character.

KFC Thailand’s efforts extend beyond the menu itself. To solidify its commitment, the brand has joined forces with local vendors to create the “Chicken Rice Association” – an initiative aimed at elevating this popular dish. Began with a press conference on January 10, where KFC signed a Memorandum of Understanding (MOU) with 10 pioneer members, including well- known names like Jek Meng, Toh Pub, Mhuek Man Kai, and others.

In addition to this partnership, KFC Thailand has introduced the “Khao Man Guide” – a curated mini-guidebook featuring 50 of the best Khao Man Kai spots across the country. This initiative highlights KFC Thailand’s support for local businesses, giving smaller vendors a platform to shine. Participating shops receive a special badge, symbolizing the unity of the association and the dedication to quality of the food.

Suhayl Limbada Market Lead & Chief Marketing Officer KFC Thailand, said: “With this launch, KFC Thailand makes a bold statement—bringing our version of ‘Khao Man Kai,’ Thailand’s beloved dish, to the menu’s fans. As a newcomer to the world of ‘Khao Man Kai,’ KFC is not just joining the game but proving its determination to become a part of the community. This campaign is more than just a menu launch—it’s a movement to elevate ‘Khao Man Kai’ and unite an entire community of Thai chicken rice lovers and legendary local vendors.”

Wolf BKK team shares: “This campaign starts with a powerful insight: while every Khao Man Kai shop has its own unique charm and specialty, they are all united by a shared love and passion for this iconic dish. With the launch of the new menu, the goal is to make sure everyone understands that Uncle KFC is truly determined and going all in for Chicken Rice—for real. This commitment comes to life through the ‘Chicken Rice Association’ and the ‘Khao Man Guide’—a shared space that brings all Khao Man Kai shops together.”

“We appreciate KFC Thailand for making this gathering possible. Without this event, we might not have had the chance to unite like this. KFC has become the center, taking the first step in introducing ‘Khao Man Kai’—a convenient and delicious meal—to more people, showcasing ‘Chicken Rice’ as one of Thailand’s culinary gems, alongside every iconic dishes and elevating our country’s presence on the global stage,” said a representative from Baytong Chicken Rice.

The menu made its debut on January 2 with a humorous and insightful film created by Wolf BKK and Suneta House, capturing the spirit of Thai culture. The beloved “Uncle KFC” character takes the stage, proudly announcing that KFC is officially serious about chicken rice – and it’s finally available on their menu.

For those craving Khao Man Kai, Uncle KFC’s Chicken Rice is available at KFC locations nationwide (except Don Mueang and Suvarnabhumi airports) for just 59 THB until January 29. Customers will also receive a free Khao Man Guide to explore the chicken rice spot across Thailand.