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 ThailandAgency: 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...