KFC Thailand, the number one fried chicken brand, is making waves with the announcement of a monumental partnership with "Free Fire", the globally acclaimed battle royale mobile game. This "KFC x Free Fire" campaign which merges the worlds of delicious flavor and thrilling gameplay is running from today until November 26, 2025. The collaboration introduces the "BOOYAH Box," KFC The Box menu with limited-edition packaging designed for Free Fire players to fuel up on fried chicken before diving into the game. This special meal set is paired with special in-game events allowing fans to redeem exclusive KFC x Free Fire collectible items. Furthermore, the campaign unveils a virtual battlefield, the "KFC 4v4 Arena," which meticulously recreates the atmosphere of a KFC restaurant within the game. The excitement extends beyond the screen with a massive real-world event in the heart of Bangkok at EMSPHERE, inviting both gaming enthusiasts and chicken lovers to an immersive experience of boundless flavor and fun, both in and out of the game.
Suhayl Limbada, Market Lead & Chief Marketing Officer KFC Thailand, began, "In the world of Free Fire, being called a 'chicken' is often seen as a target, the mark of an underdog or beginner. But at KFC, we've always stood proudly for chickens. So, this time, we're standing up for them too. 'Chickens for Chickens' is our way of celebrating every player, from noobs to pros, because everyone deserves a shot at greatness.
"KFC understands today's Gen Z gamers see gaming not just as entertainment, but as a place for self-expression and belonging. As the King of Fried Chicken in the real world, we're stepping into the gaming universe to fuel players with the confidence, fun, and delicious power they need to play their way, no matter their level. Together with Free Fire, we're turning every 'chicken' moment into a win."
KFC Thailand and Free Fire have launched the "KFC x Free Fire" campaign, transforming a slang of novice gamers like "chicken" into a symbol of skills. The collaboration introduces the "BOOYAH Box," KFC The Box menu with limited-edition packaging designed for Free Fire players to fuel up on fried chicken before diving into the game. This allows players to fuel themselves up on delicious fried chicken outside the game and redeem in-game KFC x Free Fire items to help them conquer the battlefield. Simply purchase any BOOYAH Box set The Box All Zabb, The Box Signature, The Box All Star, and The Box All Ricewith prices starting at 159 Baht, available at all KFC branches nationwide.
That is not all as the wall between the real world of KFC and the virtual world of Free Fire has been shattered! Introducing the "KFC 4v4 Arena," a well-designed battlefield where warriors can hunt for victory. The KFC-themed map meticulously replicates every corner of a KFC restaurantfrom the entrance, tables, and chairs to that familiar, welcoming atmosphere. Experience the excitement in two thrilling modes: the Social Zone, a place to meet, chat, and rally with fellow warriors in a city featuring the first-ever giant KFC bucket in Thailand's virtual world; and the intense 4v4 Mode, where teams are challenged to battle for victory! Additionally, players can join the "KFC Map Rush" event, where gameplay points are automatically accumulated for special weekly prizes including exclusive KFC x Free Fire merchandise and items from the KFC collection, distributed over four weeks from today until December 3, 2025.
From the in-game battlefield to a real-life arena in the heart of Bangkok. SPHERE GALLERY 1 at EMSPHERE has been transformed into the "KFC 4v4 Arena."
- Show Match KFC 4v4 Arena: Well-known streamers with millions of TikTok followers, such asGM Artto, GNO, K2J, I-Jerd, and Pecthpink, will share their exclusive tips and tricks and compete with lucky fans who join the event.
- KFC Colonel's Bunker: A special command center merging the worlds of KFC and Free Fire, where players can test their skills and unleash their competitive spirit in a walk-in tournament.
- Photo Booth and KFC x Free Fire Landmark: A giant KFC bucket is brought in for photo ops, making you feel as if you have warped directly into the KFC 4v4 Arena. This allows gamers to be part ofa phenomenal event that is catching fire in both the virtual and real worlds!
- Activity Zone: Challenge yourself with thrilling missions and accumulate points to redeem limited-edition prizes exclusive to this event.
The excitement continues with the team-up of pro players from Buriram United Esports, an eSport team revered as the "God" of Thai gamers. They are hosting a special event named "Team up with pros and show your skills in the KFC 4v4 Arena", a thrilling 4v4 livestream where fans can join the action alongside Buriram United Esports players, who will serve as team captains. Participants will compete in the KFC 4v4 Arena battlefield. Beyond the competition, fans can look forward to special activities with pro players of Buriram United Esports, including powering up with fried chicken at KFC and enhancing their gaming skills, all before heading back to the KFC 4v4 Arena to rack up more points.
Pawitporn Jianprasert, Senior Manager at Garena Online (Thailand) Co., Ltd., stated, "Free Fire is dedicated to crafting enjoyable experiences that resonate with every player's lifestyle. This collaboration with KFC represents a pivotal step forward, reinforcing the concept that 'games are more than just games', but they are immersive worlds of experience that seamlessly integrate with real life. This is exemplified through the BOOYAH Box menu and the KFC 4v4 Arena map, which ingeniously merge the distinct identities of both brands. We are confident that this partnership between Free Fire and KFC will generate moments of joy for fans both within and outside the game, while also delivering fresh experiences to all players, thereby better meeting the evolving lifestyle demands of today's gamers."
Join the fun with the KFC x Free Fire campaign using the hashtag #KFCThailandxFreeFire. For further details, please visit http://www.kfc.co.th/termsofuse and http://www.kfcth.freefire.in.th. Stay updated on news and promotions from KFC by following Facebook @KFCThailand, TikTok @KFCThailand, Instagram @kfcthailand, and X @KFCThailand.