Millennials worldwide will remember the frustrations of raising a Tamagotchi, the digital pet their mum accidentally killed while they were at school. In Japan, the Tamagotchi craze, that swept the world in 1997, is still running hot…

… and in Thailand, the idea has been turned into digital chick parenthood by KFC. The campaign began three weeks ago, when KFC Thailand’s Chicks in Hand campaign invited people to become digital chick parents on the KFC App, with the incentive that the more they care for their chick, the more rewards they unlock, including exclusive KFC offers, discounts, and special benefits.

With phones always in the hands of young Thais, raising a KFC chick is more fail-proof than the original digital parenting version.

To launch the initiative in a distinctly KFC way, the brand transformed Bangkok’s Siam Square Walking Street into a Walking Chick experience, with a parade of adorable chick character balloons, that won 1,000 newly recruited digital chick parents.

Patra Patrasuwan, associate marketing director KFC Thailand, said, “As digital becomes part of every moment in consumers’ lives, the KFC App continues to deliver more than just convenience and value. From exclusive deals and fan-favourite offers to seamless ordering experiences, the app has become a go-to destination for KFC lovers. Today, the KFC App is adding a little more colour to customers’ everyday lives because we believe happiness should be something you can actually experience. Inspired by the growing Pet Parent trend, where pets are not just companions but beloved family members and a source of daily joy, KFC has transformed this cultural insight into a playful new digital experience. Through Chicks in Hand, customers can raise their own digital chick on the KFC App, making every visit about more than just ordering food. It’s a feel-good daily ritual where customers can nurture their chick and unlock exclusive offers and rewards.”