Arab News Japan

DUBAI: In an apparent attempt to clean up its image after boycott campaigns heavily impacted the brand, global fast food chain McDonald’s has turned to Japanese anime and manga in its latest ads.

Since February, the fast-food chain launched a manga-inspired makeover, embracing the upside-down golden arches featured in some of anime’s most iconic movies and shows, where it is known as ‘WcDonald’s.’

Teaming up with Japanese manga artist and illustrator Acky Bright as well as Warner Brothers, McDonald’s released custom ‘WcDonald’s’ packaging to go along with the cosplay.

At first glance, people looking at the ads could mistake it for an entirely new chain replacing McDonald’s. This is expected, as many people around the world, and especially the Arab world, are looking for alternatives thanks to Israel-Gaza boycott campaigns.

The US fast-food chain has been subject to boycotts and protests since Israeli franchise owner Alonyal announced shortly after the Oct. 7 attack by Palestinian group Hamas that it would donate free meals to the Israeli military.

McDonald’s, in turn, has announced it will buy its 30-year-old Israel franchise from Alonyal, taking back ownership of 225 outlets.

However, the chain reported its weak growth in the first quarterly sales this year, with shares in McDonald’s falling about 4%.

CEO Chris Kempczinski said McDonald’s business in the Middle East, China, India, Malaysia, France and Indonesia have been greatly affected.

“So long as this war is going on, we’re not expecting to see any significant improvement [in these markets],” the McDonald’s boss said.

With its attempt at going ‘kawai,’ WcDonald’s is offering new limited addition food menu items, such as spicy McNuggets and a new savory chili sauce.

McDonald’s has also partnered with animation house Studio Pierrot to produce the first official WcDonald’s anime — four episodic shorts about WcDonald’s Sauce and WcNuggets.

Its first ever real-life WcDonald’s branch was also built in West Hollywood, California, as part of a pop-up immersive dining experience.

Despite its restyling, many are continuing with the boycotts as thousands in the Gaza strip suffer from lack of fresh food, clean water and proper housing at the hands of the Israeli military.