Burger King Thailand: Burger King Thainess

This case study describes how Burger King diffused a tense social media story about a mother and daughter wearing traditional Thai costume in a Burger King restaurant, by celebrating Thainess.

Burger King Thailand: Burger King Thainess

Brand: Burger King Thailand Agency: mInteraction Thailand

Challenge

Thailand is one of the only nations among ASEAN that lost its culture of putting on traditional costume in daily life. To the young generation wearing Thai costume sounds weird and silly.