Stray Kids' Felix named BBQ's global brand model as chain eyes 57-country expansion

Genesis BBQ Group named Stray Kids member Felix as its new global brand model on June 23, tying the K-pop act's chart record to the chain's international push.

Stray Kids has logged 8 consecutive number-one albums on the Billboard 200. Felix has built a separate profile as a model for global brands across music, fashion, and beauty. BBQ's pitch is simpler than most endorsement deals: Felix had already been recommending specific menu items — Crunch Butter Chicken and Jamaica Tteokbokki Chicken — on fan communication platforms before any contract existed. He'd shared his own combination orders with followers too.

The chain currently runs roughly 800 stores across 57 countries. A BBQ official said the company expects Felix's history as a genuine customer to land "more naturally and persuasively with domestic and international consumers" than a conventional spokesperson arrangement would. (That's a low bar to clear, but the organic paper trail does exist.)

BBQ released two teaser videos featuring Felix through its official social media channels on the same day as the announcement. The company plans to launch new menu items and marketing campaigns with Felix going forward, with the stated goal of reinforcing its position as a premium K-chicken brand globally. Golden Olive Chicken, BBQ's signature item, was also cited among the menu lineup Felix will represent.