McDONALD’S X JJK
McDonald’s Saudi Arabia wanted to connect with one of the Kingdom’s most passionate youth cultures: anime. But with fans increasingly sceptical of brand collaborations, simply putting Jujutsu Kaisen on a product was never going to be enough.
So instead of borrowing from the fandom, we built something for it.
Inspired by Jujutsu Kaisen’s Domain Expansion, The Golden Domain transformed McDonald’s into a world fans could unlock, enter and obsess over. Cryptic clues teased the collaboration, flagship restaurants became immersive environments, and character-inspired food, merchandise, creators and social content gave fans more to decode, collect and share.
It wasn’t Jujutsu Kaisen appearing at McDonald’s.
It was McDonald’s entering the world of Jujutsu Kaisen.
EXPANDING THE GOLDEN DOMAIN
The Golden Domain was designed to live far beyond a single campaign moment. Across restaurants, packaging, character-inspired menu items, limited-edition collectibles, merchandise, social content and creator activations, every touchpoint became another way into the world.
Some fans came to eat. Others came to collect, trade, decode and share. Together, those interactions turned McDonald’s into a physical extension of the fandom — a place where the collaboration could be discovered, experienced and taken home.
