Bangkok, 6th May 2025: Bar BQ Plaza, a popular barbeque restaurant chain in Thailand with 37 years of history, faced a challenge in the market -they needed to bring back loyal customers who had not visited in a while. At the heart of the Bar BQ Plaza experience is their iconic fish ball mascot, “Kama-Chan,” which is served with every meal.
In a bold move, Bar BQ Plaza decided to change things up. They turned their signature smiling fish ball into “Sad Kama-Chan,” a funny yet lovable version with a (sad) frown, featured in a special promotional meal set for a limited time.
This small change made a big impact. The sight of Sad Kama-Chan caught people’s attention immediately. Diners started sharing photos on social media, spreading the campaign far beyond what traditional advertising could achieve.
Sad Kama-Chan quickly went viral. People flocked to Bar BQ Plaza to see the sad fish ball for themselves, sparking over 200,000 online mentions in just one night. A movement began, with fans calling to “bring back Kama-Chan’s smile.” Bar BQ Plaza responded by promising to restore Kama-Chan’s smile once sales targets were met—motivating even more customers to visit.
In the end, this idea helped drive sales and rekindled the emotional connection between customers and the brand. It’s proof that sometimes, a little sadness can lead to big smiles. This success was made possible by the bold decision taken by Bar BQ Plaza’s team and their collaboration with Grey Thailand.
