McDonald's Japan remixes its fryer 'Tirori' alarm with Gen Z songs — a 3-year hit

Japan's aging, low-growth economy (average age 48.6, 60% of the population over 40) has left many young people pessimistic and afraid to pursue creative ambitions. McDonald's, which has a strong connection with youth, wanted to counter that negativity and make McFries part of young culture again.

Mash up the 'Tirori♪' fries-ready alarm with hits by Gen Z artists into an animated film about a young musician — making the fryer's own sound the campaign's signature.

Since 2023, Dentsu has released a yearly 'Tirori Mix' music video: the 2024 edition mashed YOASOBI's 'Gunjo' with Vaundy's 'Hanauranai', released on McDonald's YouTube at 11:01 AM on 11 January. The animated film follows a young musician mocked by online critics who finds encouragement from three potato friends and finally wins his audience; live events in Tokyo and other cities gave young artists real stages.

'Tirorimix 2024' won the Commercial Grand Prix at Japan's 61st Galaxy Awards (286 entries); FRIES BEAT 2024 won the Film Grand Prix at MAD Stars 2024 and a Bronze at Spikes Asia 2025; the 2023 debut had already won Gold and Silver at ADFEST 2024 and Gold, Silver and Bronze at Spikes Asia 2024; a third edition followed in 2025.

Japan's aging, stagnant economy — an average age of 48.6, 60% of the population over 40, and one of the world's lowest birth rates — has bred pessimism among young people, many of whom see personal success as unattainable. McDonald's, deeply connected with youth, decided to counter that negativity through music.

Since 2023, McDonald's Japan and Dentsu have run 'Tirori Mix': mashup tracks that blend artists' songs with the 'Tirori♪' sound the fryer plays when McFries are ready. The 2024 edition combined YOASOBI's 'Gunjo' with Vaundy's 'Hanauranai' and was released on McDonald's official YouTube at 11:01 AM on 11 January — the '1's a nod to fries.

The campaign's centrepiece is an animated film set in the near future: a young musician shares his music online, faces indifference and harsh criticism (people morph into demonic figures), and finds encouragement from three anthropomorphic potato friends before performing a breakthrough song that turns critics into fans.

Beyond the film, McDonald's staged live events in Tokyo and other cities where young musicians could perform. 'Tirorimix 2024' won the Commercial Grand Prix at the 61st Galaxy Awards; FRIES BEAT 2024 took the Film Grand Prix at MAD Stars 2024 and a Bronze at Spikes Asia 2025; the 2023 debut had already won Gold and Silver at ADFEST 2024, and a third edition followed in 2025.

It used a real brand asset — the fryer's 'Tirori♪' alarm — so the music was authentically McDonald's, not licensed wallpaper.

Mashups with Gen Z artists (YOASOBI, Vaundy, Ado) let the brand join youth culture as a co-creator rather than an advertiser.

The film's story — a mocked young musician who breaks through — delivered the confidence message the campaign claimed.

It became a repeatable franchise: a new remix and film each year kept the idea fresh and built anticipation.

The campaign turned a fast-food moment (fries ready) into an emotional signature, linking product, sound and purpose.

Turn a tiny functional brand sound into a musical signature: by remixing its own fryer alarm with artists young consumers love, McDonald's made a product cue carry a message about youth confidence.

Fries Beat became a multi-year franchise: the 2023 edition won Gold and Silver at ADFEST 2024 and Gold, Silver and Bronze at Spikes Asia 2024; FRIES BEAT 2024 added the Film Grand Prix at MAD Stars 2024 and a Bronze in Music-Branded Content at Spikes Asia 2025; and 'Tirorimix 2024' took the Commercial Grand Prix at the 61st Galaxy Awards. The work also anchored Dentsu's portfolio when the agency was named Gerety Awards East Asia Agency of the Year in 2024. A third edition, FRIES BEAT 2025, was produced by the same Dentsu and Geek Pictures team, confirming the franchise's staying power.