Londoners are being challenged to test their spice limits this September as a firetruck filled with free food, music, and games rolls into Canary Wharf.
The fiery red truck isn’t part of the emergency services – it’s the centrepiece of Wasabi’s new Flaming Korean Fire Chicken firetruck tour, which kicks off on Tuesday 23 September at Reuters Plaza (E14 5AJ). From 12pm until stocks last, visitors can grab one of 1,000 free bowls of Wasabi’s latest and hottest dish, while soaking up the buzzing atmosphere and joining in on fiery games and challenges.
The star of the show is Wasabi’s Flaming Korean Fire Chicken with rice, a dish that’s already making waves across the chain’s UK restaurants. The recipe features tender chicken coated in a glossy red “fire sauce,” paired with red peppers, crisp Asian slaw, and a bed of fluffy rice.
As the brand’s Chief Executive Officer, Henry Birts, explains:
“Our Flaming Korean Fire Chicken is our spiciest creation yet, packed with heat and flavour that’s fun to try. The firetruck tour is a great way for fans to get a taste, take on the challenge, and enjoy a little fiery fun with friends.”
The dish is part of Wasabi’s menu innovation, created to meet growing demand for hotter, more adventurous flavours. Research from flavour company Kalsec shows that 65% of UK consumers are now eating spicier food than they were just a year ago. On TikTok and Instagram, “spicy challenges” have become a viral trend, with creators daring each other to push their heat tolerance higher and higher.
Wasabi Firetruck Tour – London Stop
- Date: Tuesday 23 September 2025
- Location: Reuters Plaza, Canary Wharf, E14 5AJ
- Time: 12pm onwards
- Next stops: Manchester (26 Sept) and Leeds (30 Sept)
At Reuters Plaza, visitors can expect more than just a free lunch. The firetruck will act as a stage for a day-long fiery fiesta, complete with hot beats, high-energy hype hosts, and photo-worthy moments designed to set social feeds alight.
One of the centrepieces is the “Hot or Not” button, where brave attendees can publicly declare their spice verdict after taking a bite. With only 1,000 bowls up for grabs, the message is clear: arrive hungry, arrive curious, and don’t be afraid to sweat it out. Entry is completely free, and bowls will be distributed on a first-come, first-served basis. Attendees are encouraged to arrive early to avoid missing out.
After its London debut, it will head north to Manchester’s St Ann’s Square on 26 September and Leeds’ Briggate on 30 September.
The firetruck tour also celebrates how far Wasabi itself has come. Founded over 20 years ago by chef Mr Kim, the brand began as a small stall in Camden Market, with a vision to bring fresh sushi and flavourful hot bento to UK streets. Today, it has grown into a nationwide favourite, known for bold East Asian-inspired dishes that deliver flavour fast.
