McSpicy is especially designed for Chinese consumers who love maximum spicy taste. It’s secret code is to go to the extremes, and set the trend of spicy taste. For decades, young consumer enjoy McSpicy and it’s extreme attitude become part of their lifestyle. In 2023, to further connect with gen-Z and youth culture, we bring in a hottest New Collab.

It’s hot and now it's even hotter! McSpicy, famous for extremely spicy characteristics, teams up with CLOT, China’s top streetwear brand that aims to bridge the eastern and the western culture, shared the spirit of go to the extremes. This time, McSpicy X CLOT Collab makes McSpicy the hottest fashion in China! It’s an all rounded collaboration from fashion designs, pop-up stores to staff uniform and packaging, giving young consumer an immersive and unique experience.

McDonald’s McSpicy is one of the iconic burger in China, famous for it’s extreme spicy taste. In 2023, we want to strengthen the connection with gen-Z who carry the spirit of go to the extremes, to further brand penetration while building up McSpicy equity and increasing purchase frequency of loyal fans.

Riding on the trend of young people who love to express themselves with unique personality, McSpicy teams up with China’s top streetwear brand CLOT, founded by Hong Kong celebrity and fashion icon Edison Chen with the aim to bridging the east and the west through creative fashion designs. The collaboration created a series of impactfully crafted limited edition merchandises and packaging design which immediately resulted huge PR buzz among the youth and fashion lifestyle circle.

Inspired by McSpicy Chicken Filet Burger and CLOT’s Chinese SILK ROYALE iconic totem, limited edition merchandises, including hoodies, staff uniform，totes and cups, and McSpicy packaging bring strong visual impact and hot immersive experience.

In 5 cities - Beijing, Shanghai, Shenzhen, Guangzhou and Chengdu, McSpicy fashion pop-up stores are a craze. The pop-up stores are designed as a giant McDonald's box, while inside is decorated with installations inspired by CLOT’s SILK ROYALE iconic totem, showcasing limited edition merchandises of the collaboration.

Followed by turning 1,000+ McDonald's restaurants nationwide into the hottest selfie spots with all staff wearing the co-branded staff uniform designed by CLOT. On social media, the co-branded wrapping papers and tray-mat become the hot materials for re-purposing designs phenomenon.

McSpicy collaboration with CLOT sets off a craze rarely seen. Co-branded giftboxes were sold out within 3 minutes after launch, staff uniform also sold out in a week, with plenty of posts on social media platform requesting more supply. Even covered by fashion media and McDonald's fans outside China. In addition, when buying meals, many consumers ask for co-branded tray-mat, wrapping paper and paper bags in particular. A re-purposing phenomenon using the co-branded wrapping paper is spreading online.

In just two weeks after launch, McSpicy sees 44% year-over-year increase in sale volume and 44% increased in user engagements; at social media alone, it has 28,860,000 views and 450,000+ total engagements; McSpicy X CLOT campaign has reached 34,000,000+ WeChat users; and the numbers still counting...

McSpicy once again unlocks the code of youngster, making McSpicy the hottest fashion in China!