For years, the McSpicy was one of McDonald's Hong Kong's most popular items. The McSpicy is known around the world for its spicy sensation. However, there had always been one issue for the McSpicy in Hong Kong; it wasn't actually that spicy.

In fact, of all the products McDonald's Hong Kong has ever launched that were labeled 'spicy', none have been actually all that spicy.

So when a new spice-challenge craze, popped up online by vloggers and influencers, swept over Hong Kong, we knew we had to use the McSpicy to capitalize. So we decided to launch a limited edition McSpicy. Lathered in extremely hot South Korean Ottogi Gochujang sauce, the product was dubbed the "Hell McSpicy".

We had to attract the new "spice lovers" with something that could bring a little more excitement to their taste buds.