The fast-food chain Kentucky Fried Chicken (KFC) is the most recognized global brand among consumers in China, "Time" magazine's Carlye Adler wrote in November 2003. In a country that was a stranger to Western fast-food chains, the company capitalized on the novelty and luxury of an American restaurant combined with convenience to win the loyalty of Chinese customers. KFC has even created a popular icon mascot named "Chicky," a fluffy chicken, to gain the affection of children.