The archive · Marketing & Growth · Marketing decision · 2025
McDonald's Japan's 'Fandom Feast' streams a shared meal so fans eat live with XG
McDonald's Japan turns ordering into fandom: fans pick their XG member's curated Galaxy Set, then eat it live alongside her in a streamed meal party.
McDonald's Japan (日本マクドナルド)
What it had to solve
In 2024 Japan's fandom market reached about 3.5 trillion yen, yet McDonald's Japan's Mobile Order & Pay still handled only about 20% of transactions. The brand wanted its first big Gen Z push to make ordering feel like joining a fan moment rather than a convenience.
How it works
In 2024 Japan's fandom market was worth around 3.5 trillion yen, yet McDonald's Japan's Mobile Order & Pay still represented only about 20% of transactions. The brand set out to give Gen Z a reason to order that felt like culture, not convenience: sharing a meal with the artists they admire.
With TBWA\Hakuhodo, McDonald's Japan created 'Fandom Feast: McDonald's Live Party' around XG, the internationally known all-Japanese girl group. XG took over the brand's official social channels, and seven 'Galaxy Sets' — each curated and named by one member — let fans order their favourite's meal through the app.
The livestream made it a shared meal: fans ate the same sets in real time as XG, and twenty lucky fans joined from the front row of the recording studio. Around the stream sat a full fan world — TVCs and a web movie from 10 February 2025, a Harajuku Galaxy Exhibit, tray liners, in-store radio, wallpapers, stickers, a first smartphone widget, and a green alien mascot fans adopted.
Why it lands
- Choosing your member's set turned a food order into an act of fandom, so commerce and identity pointed the same way.
- Eating at the same moment as XG made the experience genuinely shared — fans were dining with the artist, not buying from a brand.
- Fans extended the story themselves with viewing parties, fan art and profile-picture mascots, so reach grew beyond the brand's own channels.
What it did
On the second livestream day, Galaxy Set purchases via Mobile Order & Pay rose 53% against the previous day, and the McFry coupon recorded its second-highest redemptions in campaign history. Fans collected all seven sets and made grabbing McDonald's around XG concerts a new ritual.
What you can take
An order can carry a ritual's emotional weight: when fans buy the exact meal their idol curated and eat it with her on a stream, the transaction itself becomes the shared experience.
Since then
Fandom Feast became a platform McDonald's Japan and TBWA\Hakuhodo describe as designed to scale with different artists. On the second livestream day, Galaxy Set purchases through Mobile Order & Pay rose 53% versus the previous day, and the McFry coupon hit its second-highest redemption count in the campaign's history. Fans began treating McDonald's around XG concerts as part of fan life, and the agency archives the work as a continuing fan-culture movement.
Sources
- McDonald's Japan and Xtraordinary Girls Give Gen Z the Ultimate Fan Experience
- How McDonald's Japan and Xtraordinary Girls Broke Records with 'Fandom Feast'
- McDonald's Japan news release announcing #リアタイマクパ with XG and its TVC debut
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