- bb.q Chicken named Stray Kids' Felix its official brand ambassador on July 16, 2026, alongside a new menu item, Feel Crunch Chicken, which he personally helped select.
- Feel Crunch Chicken combines a sweet-and-savory caramelized onion sauce with crunchy flakes; it soft-launched July 7 and went nationwide today.
- The ambassador title builds on Felix's June 2026 role as bb.q's "Global Model," deepening a partnership that's moved fast in under a month.
- More online and in-store campaigns featuring Felix are still to come.
Stray Kids’ Felix is making his love of Korean fried chicken official. bb.q Chicken, the global Korean fried chicken chain under Genesis BBQ Group, named the 25-year-old Stray Kids member its new brand ambassador, timed to the launch of a Felix-approved menu item: Feel Crunch Chicken.
The flavor pairs a sweet-and-savory caramelized onion sauce with golden crunchy flakes. It soft-launched at select U.S. company-owned stores on July 7 before rolling out nationwide today.
bb.q says Felix handpicked the flavor himself, drawing on favorites like Crunch Butter Chicken and Jamaica Sotteok Manna Chicken.
“Felix has a genuine obsession with bb.q Chicken, which makes him the perfect fit for this brand ambassador role,” a bb.q spokesperson said, tying the deal to Korean culture’s growing reach on fast-casual menus.
This isn’t Felix and bb.q’s first handshake. In June 2026, bb.q named him its Global Model, leaning on his global fanbase to support expansion past 800 stores in 57 countries. bb.q previously ran ambassador campaigns with BTS starting in 2016, so Felix now carries that same K-pop-meets-K-food torch.
Felix’s 2026 has been packed with brand activity. He’s also a global ambassador for Adidas Originals and fronts a campaign for Gong Cha, all under JYP Entertainment’s management. On the music side, Stray Kids keep dominating charts, with eight consecutive No. 1 albums on the Billboard 200.
Takeaways
This upgrade, from “Global Model” to full brand ambassador in under a month, shows bb.q isn’t easing into this partnership; it’s accelerating it.
Felix’s real, pre-existing fandom for the chain is exactly what makes the deal read as authentic rather than a paycheck cameo, and pairing him with a self-picked menu item only reinforces that.
Will Feel Crunch Chicken drive the kind of sales spike Gong Cha saw from its Felix-inspired drink? How does Felix’s fast-growing solo brand resume compare to his Stray Kids groupmates’?
