bbq Feel Crunch Chicken Review — Sweet Savory [Korean Food]

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bb.q Chicken is one of Korea’s big fried-chicken franchises, and its latest release, Feel Crunch, is aiming squarely at the global stage. It launched in Korea and the US at the same time, and it’s been getting extra buzz thanks to its model, Felix of Stray Kids. The pitch is a sweet-savory flavor with a crunchy texture, built for a global K-chicken audience. BBQ doesn’t drop new menus all that often, so I’d been curious about this one for a while. Let’s dig in and see what it’s like!

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📋 At a Glance

• Product: bb.q Feel Crunch (whole chicken)
• Brand: bb.q Chicken (Genesis BBQ)
• Price: 27,000 won (delivery-app deal 24,000 won)
• Main components: Bone-in whole chicken, soy and caramelized onion sauce, roasted glutinous-rice and brown-rice flake crumbs
• Launch: Simultaneous in Korea and the US (model: Felix of Stray Kids)
• Verdict: ★4.0 — a globally minded K-chicken with a great mix of crunchy crumbs and sweet-savory sauce

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Feel Crunch: Price and What Sets It Apart

This new menu leans on the crispness of grain flakes and a caramelized onion sauce for sweetness and umami. From the development stage, the team apparently tuned it to launch in Korea and the US at once, chasing the sweet spot between a distinctly K-chicken build and a flavor that travels well. On top of that, they brought in Felix of Stray Kids — hugely popular right now, or so I’m told, since I don’t follow the idol world closely — as the model. It’s been a while since a boy-group star fronted a BBQ menu, which probably helps it go viral too. Anyway, let’s check the price!

• Feel Crunch whole chicken (Coupang Eats): 24,000 won — discount ongoing
• Menu swaps: boneless +2,000 won, drumsticks (10) +3,000 won, wings & drumettes +3,000 won, combo (5 drumsticks, 5 wings, 5 drumettes) +4,000 won

Keep in mind this is the delivery-app rate. On the official app it’s said to run a little higher — the regular price is actually 27,000 won — so it’s worth double-checking before you order.

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I ordered through Coupang Eats, and on top of the base discount I got a 6,000-won coupon, so it came out pretty cheap. (For the record, it was a same-day-issued, same-day-use coupon.) One quirk of BBQ: their boneless is a breast-and-thigh mix, so I almost always go for the bone-in whole chicken — and that’s what I did here. There was no separate dipping sauce.

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Unboxing: What’s Inside

Let’s unbox it and check the setup. Right away it looks like a soy-glazed chicken, with the kind of crumble you often see from other chicken brands piled generously on top. Even before lifting the lid, a faintly sweet aroma came through pretty strongly.

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I moved it to another plate first — and wow, a surprising amount of crumble falls off in the process. The crumble here is a flake made from roasted glutinous rice and brown rice. Even after I flipped the pieces so the chicken would show better, there’s still quite a lot on there, right? It doesn’t feel merely sprinkled on top; it seems properly tossed through.

Visually it reads like a soy chicken with crumble, but the sauce is actually soy plus onion. Caramelized onion brings the umami and sweetness, while soy sauce adds the salty side, striking a nice sweet-savory balance. Honestly, the look alone tells you roughly what to expect.

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Taste Test: How Does It Actually Taste?

Time to taste it. I grabbed a piece and took a bite right away. The flavor really is close to a soy-sauce chicken, but there’s a bit of extra sweetness lingering in the aftertaste. That said, it doesn’t feel completely different from existing menus either. Above all, the crunch was seriously good.

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They say it uses a caramelized onion sauce, but the onion never felt overpowering — if anything, there was barely any onion note. Still, it does taste noticeably different from what you’d normally picture as “soy-sauce chicken.” That’s the curious part.

I can’t quite pin it down, but the sauce itself didn’t seem spicy, yet a faint heat creeps up on you as you keep eating. Try the crumble that settles at the bottom of the box and you’ll get exactly what I mean. It’s such a subtle warmth that it’s genuinely hard to catch.

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The sweet-savory combo definitely comes through, but with almost no spice (that little kick shows up way later, if at all), it can get a touch tiring over a long sitting. It also carries the classic soy-chicken trait of feeling heavier the more you eat, so that’s worth keeping in mind.

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Final Verdict on Feel Crunch

Overall, the signature crunch of the crumble was really nice, and the sweet-savory combo — the salty soy base meeting the sweetness of the onion sauce — came together well. Among similar menus, I’d rate it fairly high. If you’ve grown a little tired of plain, safe soy-sauce chicken, this one is definitely worth a try. On the flip side, if you love spicy, punchy chicken, the sweetness might wear on you sooner. Since it’s built for a global audience, the heat stays very mild. If you’re curious, it’s well worth catching a discount and giving it a go. And for readers outside Korea, this one is easy to find — it’s rolling out at bb.q Chicken locations in the US as well.

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You can read more about the simultaneous Korea-US launch and the Felix of Stray Kids collaboration in this (Korean source) Etoday report.

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Frequently Asked Questions

Q. Can I get Feel Crunch outside Korea?

Yes — bb.q Chicken is rolling it out at its US locations alongside the Korean launch. It was released in both countries at the same time as part of a global push, with Felix of Stray Kids fronting the campaign.

Q. What does bb.q Feel Crunch taste like?

Sweet-savory is the headline: a soy base with caramelized onion sauce, finished with roasted rice-flake crumbs for crunch. The onion stays subtle, and there’s only a very faint heat, so it leans mild rather than spicy.

Q. How much does Feel Crunch cost?

The regular price is 27,000 won, dropping to around 24,000 won on delivery apps during the current promotion. Extra coupons can push it lower, so it’s worth checking before you order.