STAYs in Canada, this one's for you. Felix of Stray Kids has officially become the Global Brand Ambassador for bb.q Chicken, and the flavor he personally handpicked — called Feel Crunch Chicken — just launched nationwide across every bb.q Chicken location in Canada.
The rollout kicked off on August 10, 2026, and it's a bigger deal than your average menu update. Feel Crunch isn't just Felix's face slapped on a poster — bb.q says he chose the flavor combination himself: a sweet-and-savory caramelized onion glaze finished with a touch of butter, topped with a generous layer of golden, extra-crispy crunch flakes. It's built to hit two textures and two flavor notes in one bite, layered right on top of bb.q's already-famous crispy fried chicken.
The flavor actually debuted in the U.S. first, soft-launching in early July before going nationwide across American stores on July 16. Canada's rollout arrived a few weeks later as one coordinated nationwide launch, hitting stores in Ontario, British Columbia, Alberta, and New Brunswick all at once — plus the bb.q Chicken app and online ordering platform.
And if you're planning to try it, timing matters: bb.q Chicken Canada is running an exclusive 10% discount on Feel Crunch orders through the app, but only for two weeks — from August 10 through August 24.
So why does a fried chicken flavor matter this much to K-pop fans? Because it's not just a celebrity endorsement — it's a case study in how idols like Felix are shaping brand identity beyond music, and how K-pop's global reach keeps finding its way onto real menus, not just streaming charts.
We broke down the full story — the U.S. rollout timeline, the flavor details, the marketing strategy behind it, and everything Canadian fans need to know before the promo ends — in our complete deep dive.