Hong Kong’s fast-food landscape is set for a major shake-up this week as McDonald’s launches a massive price-reduction campaign starting February 23. Headlining the promotion is the fan-favorite Spicy Chicken Filet Burger Meal, which sees a significant price drop of over $10. To celebrate, the brand is reviving its iconic “i’m lovin’ it” slogan through a high-profile collaboration with four of the city’s top stars, including singer MC Cheung Tin-fu and tennis ace Coleman Wong.
Unbeatable Value Across Four Signature Meals
The centerpiece of this update is the inclusion of the Spicy Chicken Filet Burger Meal into the “Value Picks” roster. Starting from 11:00 AM daily, the set—which features an improved bun with a softer, chewier texture—will be available for just $34, down from its original price of $44.50.
This move is part of a broader strategy to provide affordable dining options to Hong Kongers amid rising living costs. The “Value Picks” lineup now features four budget-friendly combinations:
- 6-Piece Chicken McNuggets Meal: $29 (Save $12.50)
- Sausage McMuffin with Egg Meal: $30.50 (Save $10.50)
- Spicy Chicken Filet Burger Meal: $34 (Save $10.50)
- 2-Piece McWings Meal: $39 (Save $10)
A Star-Studded “i’m lovin’ it” Reimagining
To breathe new life into the brand’s global catchphrase, McDonald’s has partnered with local cultural icons to represent different lifestyle attitudes. Pop sensation MC Cheung Tin-fu brings a sense of “playin’” to the campaign, while singer Serrini (Chen Lei) highlights “gamin’,” noting that McNuggets are her go-to party snack for long gaming sessions with friends.
The rock band Dear Jane represents the “jammin’” spirit, frequently refueling with McWings between creative sessions. Rounding out the group is world-class tennis player Coleman Wong, whose “smashin’” court presence is fueled by his personal favorite, the Spicy Chicken Filet Burger. These collaborations emphasize that the brand remains a deeply integrated part of everyday local life.
Exclusive Rewards for App Users
The savings extend beyond the counter for digital-savvy diners. From February 23 to March 4, McDonald’s App users can earn limited-time double reward points on any purchase of the four promotional Value Picks. This includes orders placed directly via the app or by scanning the member QR code at self-ordering kiosks and counters.
These points can later be redeemed for free food and exclusive discounts, effectively lowering the cost per meal even further for loyal customers.
Availability and Terms
These deals are available across all branches in Hong Kong, with the exception of specialized venues such as Ocean Park, Sha Tin Racecourse, Happy Valley Racecourse, and Hong Kong International Airport. The promotional pricing is valid from 11:00 AM until midnight.
As competition in the local quick-service industry intensifies, McDonald’s aggressive pricing and star-power marketing signal a renewed focus on capturing the value-conscious demographic. For diners, it offers a rare opportunity to enjoy premium sets at a fraction of the standard cost.