How McDonald’s Japan and Xtraordinary Girls Broke Records with ‘Fandom Feast’

​Creating record-breaking engagement and sales, McDonald’s Japan’s ‘Fandom Feast’, in collaboration with Japanese girl group Xtraordinary Girls (XG), saw the brand host an unforgettable experience for the band’s highly engaged community. With both physical and digital elements, the campaign allowed fans to join their beloved music artists and share a McDonald’s meal (featuring seven curated sets chosen by each band member) in real time.

With a livestream, in-person attendees, a social media takeover, an immersive pop-up, digital bonuses, and more involved in this multi-layered campaign, LBB’s Sunna Coleman spoke to TBWA\HAKUHODO‘s Kyoko Yonezawa, ECD on the project, to learn more.

Here, Kyoko reveals all, from what it was like working with XG, becoming a true fan rather than just a sponsor, and the incredible results achieved on this constantly evolving campaign that had to adapt in real time.

LBB> Tell us about how the idea for leveraging Japan’s thriving fandom culture came about?

Kyoko> In Japan, fandom isn’t just a subculture – it’s a powerful social and economic force that shapes the way gen z connects, expresses themselves, and even makes purchase decisions. In fact, the fandom market in Japan grew to a staggering 3.5 trillion yen in 2024, which shows just how influential and mainstream it's become.

We saw a unique opportunity to tap into this deep emotional connection fans have with their favourite artists and creators. Rather than simply launching a promotion, we asked ourselves, “what if ordering McDonald’s could feel like joining your fandom’s biggest moment?”

The idea of ‘Fandom Feast’ was born from that insight. We wanted to create a platform where McDonald’s became more than just a meal; it became a shared experience between fans and their idols. By integrating fandom culture with McDonald's Mobile Order & Pay system, we could offer a new kind of value: emotional closeness, not just convenience.

LBB> How did you land on collaborating with Xtraordinary Girls? What were they like to work with?

Kyoko> XG felt like the perfect partner from the very beginning. Not only are they a rising global group set to perform at Coachella 2025, but their identity – Xtraordinary Girls – embodies confidence, ambition, and a sense of borderless creativity that deeply resonates with gen z in Japan and beyond.

Their bold and galactic concept excited us a lot too. That aesthetic gave us a creative playground where we could fuse McDonald’s sense of fun and excitement with XG’s futuristic edge. It sparked this powerful sense that something entirely new and unexpected was about to begin.

Behind the scenes, they were incredibly collaborative and thoughtful. The members genuinely love McDonald’s and shared stories of how it’s been part of their lives since their childhood and trainee days – there was a real sense of affection. From curating and naming their own set menus to participating in the livestream events, they brought genuine energy and authenticity to every part of the campaign.

LBB> Can you tell us about all the elements involved in this multi-layered campaign?

Kyoko> The campaign was designed as a multi-layered fan experience across both digital and physical touchpoints. At the core was ‘Fandom Feast: McDonald’s Live Party’ – a livestream event where fans could enjoy the same meal ‘together’ with XG in real time.

The Galaxy Sets – a limited-time meal curated and named by XG – came in seven variations, each representing a different member of the group. Fans could choose the set that matched their favourite member, turning the act of ordering food into a kind of collectible fan ritual.

As a digital bonus, purchasers also received exclusive wallpapers and other digital incentives. We even launched McDonald’s Japan’s first-ever smartphone widget, letting fans keep their favorite XG member on their home screen – bringing fandom into their daily digital lives.

To take the experience even further, a few lucky fans were selected through a campaign to attend the livestream in person, right from the front row of the recording studio. It brought the concept of ‘Fandom Feast’ to life in the most exciting way possible.

To spread the real-world connection even more, we also hosted the ‘Galaxy Exhibit’ in Harajuku – an immersive pop-up that let fans physically step into the McDonald’s and XG world. It became a cultural touchpoint where fans could engage with the visual universe of the campaign, see the set and costumes up close, take photos, and experience the atmosphere of ‘Fandom Feast’ offline.

We also introduced ‘Fandom Feast’ tray liners and in-store radio across McDonald’s locations nationwide, as well as collectible stickers, turning everyday restaurants into fan destinations where people could celebrate their love for XG over a meal.

From strategy to execution, we focused on deeply understanding the behaviours, language, and rituals of ALPHAZ – XG’s passionate fan community. We wanted to make sure every element of the campaign, whether digital or physical, truly spoke their language and delivered something that felt authentic, exciting, and emotionally rewarding.

LBB> XG also took over McDonald’s Japan’s socials. What was the strategy behind this and how did it play out?

Kyoko> The social media takeover was designed to make McDonald’s feel like part of the fandom – not just a brand sponsoring it. We approached it with the mindset that McDonald’s was an ALPHAZ too, and we genuinely wanted the real ALPHAZ to recognise us as one of them. That authenticity was key.

One of the most loved elements was the green alien ALPHAZ character featured in the TVC. Fans quickly embraced him as a kind of lovable fandom buddy – someone cheering for XG right alongside them. So we leaned into that and began posting as if the alien himself was behind the McDonald’s account. His playful tone really struck a chord, and he quickly became the unofficial mascot of the campaign. Some fans even changed their social media profile pictures to his face, which told us just how deeply he resonated with the community.

It wasn’t just social posts – it became a fan-led conversation that blurred the line between brand and fandom in the most joyful way.

LBB> How did the campaign specifically address the preferences and behaviours of gen z consumers in Japan?

Kyoko> Gen z in Japan values emotional connection, personalisation, and cultural relevance. They’re not just consuming content – they’re curating their identity through it. So, instead of pushing a message at them, we created an experience they could shape, share, and truly feel part of. We gave fans the chance to express their identity through something as simple and joyful as ordering the favourite meal of their favourite idol.

During the ‘Fandom Feast’ livestream, we added interactive and shareable moments – like saying “Itadaki-Mac!” together, a playful twist on ‘itadakimasu’, the Japanese phrase said before a meal to express gratitude. It’s a phrase everyone in Japan grows up saying – so familiar and rooted in daily life that using it in this context made the experience feel even more like truly dining alongside XG.

LBB> What were some of the biggest challenges in bringing this campaign together and how did you work around these? Was there anything that needed to be adapted along the way?

Kyoko> One of the biggest challenges was that this campaign wasn’t static – it was alive. We were constantly updating and evolving it based on how fans were reacting in real time. Whether it was the tone of social posts, the content and timing of the livestream, or even the display elements at the real-world exhibit in Harajuku, we fine-tuned every detail to stay in sync with the fan energy. The unexpected popularity of the green alien character, for example, led us to expand his presence in both the digital and physical touchpoints.

That required close coordination across teams – creative, social, production, event, PR – and trust from both the client and XG’s team. There were a lot of moving parts, but we shared a clear goal: to create something that felt genuinely meaningful to fans. That shared focus helped us adapt fast without losing sight of the big picture.

LBB> The campaign broke records for the brand. How did audiences react to this interactive campaign on launch? And what do you believe is the reason for its huge success?

Kyoko> The reaction was overwhelming, in the best way. Fans weren’t just engaging online – they were buying McDonald’s, counting down to the livestream, and we even saw many of them collecting all seven ‘Galaxy Sets’.

What truly surprised us were the unexpected expressions of love: people joined the livestream in space suits (and surprisingly we saw many of them!), shared fan art, turned the alien characters into nail art, and even recreated XG’s outfits from the TVC.

And perhaps most meaningful of all, grabbing McDonald’s together before or after an XG concert has become a new fan ritual – proof that the experience truly lived beyond the campaign.

LBB> What are you personally most proud of from working on this project? What was the most memorable moment for you?

Kyoko> It was incredibly rewarding to contribute to the bond between fans, XG, and McDonald’s. But what made us especially proud was seeing those emotional connections turn into real business results. Despite being a weekday, ‘Galaxy Set’ purchases via Mobile Order & Pay spiked by 53% on the day of the ‘Fandom Feast’ livestream. The McFry coupon also saw a remarkable surge, showing just how many fans were excited to share a meal with their favourite idol.

The campaign delivered both short-term sales and long-term brand love – two goals that are often treated separately in marketing. Traditionally, performance and emotional storytelling live in different lanes. But this campaign proved that when cultural insight and commerce are thoughtfully woven together, you can create a single, unified experience that delivers on both.

LBB> ‘Fandom Feast’ is designed to be scalable. What lessons did you learn on this work that you will take forward to the next version of the campaign?

Kyoko> The biggest takeaway was the power of cultural fluency. Instead of chasing trends or surface-level engagement, we focused on truly understanding the ALPHAZ community – what they care about, how they express themselves, and the emotional layers behind their fandom. That depth allowed us to design an experience that felt honest, specific, and deeply resonant. By speaking the language of the fandom – and doing so with sincerity – we built real brand love, not just attention.

And in the end, we didn’t just deliver a livestream; we created ‘Fandom Feast’ together with the fans. The way they participated, reacted, and even extended the story themselves made it clear: this wasn’t a brand moment imposed on the fandom. It was something co-created – something that truly belonged to them.

That spirit of co-creation, grounded in cultural fluency, is exactly what we’ll carry into the next version of this campaign.

LBB> Any other interesting insights to share?

Kyoko> One of the sparks that lit the idea for ‘Fandom Feast’ came from a charming tradition in Japanese fandom culture where fans bring photo cards, small acrylic stand figures, or plushies of their favourite idols to restaurants and share those moments on social. In those scenes, their idol was (of course) a silent presence.

‘Fandom Feast’ changed that. Through the livestream, fans could actually share a meal in real time with their favourite idol, hearing them talk, laugh, and respond to their questions while eating right alongside them. For many fans, it must have felt like a dream come true!