Burger King apologizes for half-baked Whopper marketing as New Whopper is unveiled

Burger King Korea has unveiled the New Whopper, bringing an end to fervor over its buzz campaign claiming that the Whopper would be discontinued in the country.

Actor Choi Soo-jong appears in a new Burger King video advertisement for the New Whopper. [SCREEN CAPTURE]

Fresh off recent controversy over a buzz marketing campaign about "ending" the iconic Whopper in Korea, Burger King unveiled the New Whopper on Monday.

The release comes as part of the fast food chain's new project aimed at introducing enhanced menu items to commemorate its 40th anniversary in the country, Burger King said Monday, while also offering an apology for confusing consumers with its earlier announcement.

In official social media posts on Monday, the company's marketing team said, "We regret causing concern with the announcement of the Whopper's discontinuation, as our intention was to better promote the changes."

It went on to say, "In celebration of Burger King's 40th anniversary in Korea, we have diligently worked on product improvements to enhance the beloved Whopper."

The New Whopper features stronger flame-grilled taste, with changes to the patty, bun and seasoning.

The price remains consistent with the retired burger's, with the single New Whopper priced at 7,100 won ($5.13) and the set menu at 9,100 won.

Burger King is running a promotional campaign offering the burger at the original price from two decades ago — 4,000 won — available to in-store customers until April 21. Special discounts are also offered on the Bulgogi Whopper and Cheese Whopper.

The decision to discontinue the previous Whopper sparked criticism among consumers, who were taken aback by the sudden announcement. Despite inquiries, Burger King refrained from providing further clarification, only addressing the issue on the day of the new menu item's release.

Burger King in Korea is currently operated by BKR, which is wholly owned by private equity firm Affinity Equity Partners.

Burger King launched the New Whopper in commemoration of its 40th anniversary in Korea. [BKR]

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]