Thailand has its own unique taste of pride known as Zabb, a bold balance of spicy and sour. While many global brands have tried to localize Thai flavors but failed to capture their authenticity, KFC has owned this flavor since 2007 with Wingz Zabb, a flavor that is irresistibly Thai, and impossible to copy anywhere else in the world.

Introducing Zabb Power, the campaign that transforms KFC Wingz Zabb into the new official soft power of Thailand.

From tactical airport billboards to hijacked “Best of Province” signs, Wingz Zabb became a must-try stop along every journey. On film, we told the true story of a fan smuggling it overseas and nearly getting arrested, while on social we sparked conversation with the question: What if KFC didn’t have Wingz Zabb? The idea went viral, igniting a rally to “Save Wingz Zabb” and turning real reactions into shareable content.

The result?... Massive buzz that lit up social media. What began as cultural influence quickly turned into business impact, transforming soft power into sales power.