Cookie Run: Kingdom collaborated with KFC for the Cookie Run: Kingdom x KFC pack until 8 February 2021. Later in September 2021, the game had a collaboration with Sega with a Sonic the Hedgehog crossover event until 16 October 2021. In October 2021, the game experienced a sudden boost in popularity due to viral videos on TikTok, as well as former Genshin Impact players ditching the game, due to the latter's controversial handling of its first anniversary celebration. On July 28, 2022, it collaborated with Disney for a crossover featuring Mickey Mouse, his friends, and some of the Disney princesses.
