G-Dragon to front McDonald's campaign across 13 Asian markets

G-Dragon will front McDonald’s sales campaign across 13 Asian markets, with limited-edition merchandise created in collaboration with the K-pop artist’s fashion brand PEACEMINUSONE also set to be released. McDonald’s Korea said Wednesday it will spearhead a large-scale marketing campaign spanning 13 Asian markets. Featuring G-Dragon as the model, the campaign will begin on Sept. 17 in Korea and expand sequentially across the region. McDonald’s Korea said expectations are high for the synergy between G-Dragon, a global icon whose influence spans music, fashion, art and popular culture, and McDonald’s, which has a global fan base of its own. The campaign will feature special menu items inspired by gochujang, Korea’s red pepper paste. All 13 markets will use a gochujang butter sauce developed by McDonald’s Korea as a key motif, while some will include the word gochujang directly on the menu. In Korea, McDonald’s will launch two new items on Sept. 17: McCrispy Gochujang Butter and McSpicy Gochujang Butter. Each combines a different chicken patty with gochujang butter sauce, o