McDonald’s Saudi Arabia has partnered with Riyadh-based creative agency Them Again to launch a new campaign inspired by the globally acclaimed Japanese anime and manga franchise Jujutsu Kaisen, bringing one of the world’s most popular entertainment brands to customers across the Kingdom.
The collaboration, announced by Them Again, blends McDonald’s iconic brand with the fast-growing popularity of anime culture in Saudi Arabia, creating a localized experience designed to engage fans of Jujutsu Kaisen while strengthening the quick-service restaurant chain’s connection with younger consumers.
The campaign features exclusive Jujutsu Kaisen-themed branding and creative elements across participating McDonald’s restaurants, reflecting the increasing use of entertainment partnerships by global restaurant brands to drive customer engagement and build cultural relevance.
“We’re proud to partner with McDonald’s Saudi Arabia on bringing the world of Jujutsu Kaisen to fans in the Kingdom through an experience that blends global pop culture with local creativity,” Them Again said in the campaign announcement.
The activation comes as anime continues to gain significant popularity across the Middle East, with Saudi Arabia emerging as one of the region’s fastest-growing markets for Japanese entertainment, gaming and pop culture. Global restaurant chains have increasingly collaborated with leading entertainment franchises to create limited-time campaigns that boost customer visits and social media engagement.
McDonald’s has previously partnered with major entertainment properties worldwide, including Jujutsu Kaisen in the United States, where it introduced the limited-edition Special Grade Garlic Sauce promotion in 2024. The Saudi campaign extends the brand’s strategy of localizing globally recognised intellectual properties for regional audiences.
The collaboration also highlights the growing role of creative agencies in delivering culturally relevant campaigns that combine international entertainment brands with local market insights. Them Again, headquartered in Riyadh, has built a reputation for producing creative marketing campaigns for leading consumer brands across the Kingdom.
Franchise Growth in Saudi Arabia
McDonald’s has operated in Saudi Arabia for more than three decades through a master franchise model, with regional franchise partners responsible for restaurant development and operations across different parts of the Kingdom. Together, these franchise companies operate more than 400 restaurants and employ thousands of people, making Saudi Arabia one of McDonald’s largest markets in the Middle East.
Globally, McDonald’s operates more than 43,000 restaurants across over 100 countries, with approximately 95% of its restaurants owned and operated by franchisees, making franchising the cornerstone of the company’s long-term growth strategy. The continued investment in localized marketing campaigns and global entertainment collaborations supports franchisees by driving customer traffic, enhancing brand engagement and strengthening sales across the restaurant network.
While McDonald’s Saudi Arabia has not disclosed the duration of the Jujutsu Kaisen promotion, the campaign reinforces the company’s strategy of leveraging globally recognised cultural phenomena to create unique customer experiences and generate excitement among its growing fan base in the Kingdom.
