Felix, a member of the global K-pop group Stray Kids, has been appointed as BBQ's new global model. According to the news released through Newsis on June 28, 2026, BBQ has selected Felix as a brand global ambassador to enhance the brand's value in the international market. As a key member of Stray Kids, Felix enjoys worldwide popularity and has a particularly strong fanbase in Asia. This casting is part of BBQ's marketing strategy to increase brand accessibility to global consumers by leveraging the influence of K-pop culture. Felix, who is an Australian-born international star, is evaluated as an ideal model that aligns with BBQ's global expansion strategy.