For its 40th anniversary, KFC Thailand collaborated with VML Thailand to revive the much-loved extra spicy "KAI JAI DED" series, which had not been produced for two years. KFC Thailand announced the return of the series after two years of hiatus. The brand adorned the comeback of the beloved series with a delightful interactive event: the "Spicy Support Hotline" for burns caused by consuming spicy chicken.

The Spicy Support Hotline offers two different services:

Press "0" for ventilation: The support service, created for those in need of a more interactive solution from KFC, features a ready-made call center staffed with trained professionals ready to offer advice and lend an ear to those seeking to alleviate disappointments caused by spices.

Press "1" to relax: This service is an automated system for those who prefer a more introspective experience. It offers randomly generated spicy soothing sounds, including calming classical music, relaxing nature ASMR, and meditation sounds to alleviate the burning sensation.