Ada Lazaro and MyongAh Sung to Unravel the Magic of K-content at AdAsia 2023 Seoul

McDonald’s and Leo Burnett Korea are joining the line-up at AdAsia 2023 Seoul, which runs from 24th to 27th October. In a session called ‘Unravelling the magic of K-content’, Ada Lazaro and MyongAh Sung will explain how McDonald’s is staying relevant among younger generations in Asian markets by tapping into K-culture.

As Regional Marketing Director for McDonald’s Asia Business Unit, based in the Philippines, Lazaro has spent 11 years with McDonald’s. She achieved Hall of Fame recognition for a series of successful sales and brand campaigns and is now driving growth for McDonald’s across 12 markets.

MyongAh Sung is VP, Head of Planning/Account Management Director, at Publicis Groupe Korea. She boasts 24+ years in the advertising industry and has been a valued member of Leo Burnett and Publicis Groupe Korea for 12 years.


“We can’t wait to share our insights into how McDonald’s is building relationships with consumers in Asia by helping them feel connected to the culture they care about. McDonald’s campaigns don’t feel like marketing, they entertain in playful ways to give people ‘a little bubble of happy’,” said Lazaro.

Sung adds: “In the past, we scaled our reach. In the future, we must scale our relationships. In this talk, we’ll explain how McDonald’s and Leo Burnett Korea are scaling their relationship with Gen Z. In particular, we’ll highlight our collaboration with NewJeans – a campaign that’s making the whole of Asia dance.”

McDonald’s Korea launched its NewJeans collaboration in Korea on 1st June to promote its new chicken range. The “McDonalds’s Chicken World” campaign is now expanding to eight Asian markets, when one of world’s hottest K-pop bands will lead the region to join their ‘chicken dance’, spreading from Korea to the Philippines, Thailand, Indonesia, Brunei, Malaysia, Hong Kong, Taiwan, and Singapore.


AdAsia is being held for the third time in Korea with the theme ‘Transform, Play, Connect’. Find out more at

The Staff

The Staff

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