At press conferences simultaneously held in 16 Chinese cities, KFC noted that it refuses to solely engage in "traditional western fast food", but does its best now in presenting "new fast food" in accordance with conditions in China .

KFC said it also made the call to its peers for a new development of the industry. But some observers say it just a strategy to win back customers after the Sudan Red dye incident.

In March, KFC was forced to pull New Orleans-style hot wings and other products in China after discovering they contained a dye banned from use in food because of concerns it could lead to an increased risk of cancer. The issue was resolved quickly, but it still had negative impact on the fast food giant. KFC's parent company Yum Brands' China unit reported a 30 percent drop in operating profit in the second quarter.

Earlier Biz China's Tu Yun spoke with Ms. Wang Qun, public affairs director with Yum! Restaurants China , to take a closer look at the new fast food campaign.