Markies 2025 - Gold 

Unlike other New Year festivities around the world, Chinese New Year is all about ushering good fortune ($$). Needless to say, everyone tries to pimp up their luck with good Feng Shui, from items on display to wearables.

As our luck would have it, 2024 is the Year of the Dragon and according to zodialogical wisdom, the Rooster is the perfect ally to the Dragon. So as the most iconic Rooster brand, KFC got into the business of selling luck. In collaboration with renowned Feng Shui master - Jet Lee, we designed Lucky Undies imbued with all the elements to feed the hunger for good fortune. Did it work? Well all 888 pairs of KFC Lucky Undie were sold out within 20 minutes of the drop. And went on to be sold for $500 on the resale market.