Fried chicken chain bhc enhances localized menus in SE Asia

South Korean fried chicken chain bhc Chicken on Monday announced the opening of its third outlet in Singapore.

bhc operates 10 stores in Southeast Asia including six in Malaysia, one in Hong Kong, and three in Singapore. The company plans to enter Thailand in the first half of this year.

Responding to the rising interest in K-Food in Southeast Asia, bhc Chicken has developed specialized local menus that merge its signature items like Bburinkle, Gold King, Red King, Hot Bburinkle, and Bburing Cheese Ball with traditional Korean dishes.

In Malaysia, where bhc Chicken has the most overseas outlets, it offers a lunch set featuring its chicken alongside Korean favorites like kimchi fried rice, soft tofu stew, and japchae.

Customers can also indulge in a mukbang set, which includes a variety of dishes like Bburing Dough Fillet, Bburing Fries, Rose Ramen, and Bburing Cheese Ball. 

bhc Chicken's strategy of pairing its chicken with Korean dishes like kimchi stew, samgyetang (ginseng chicken soup), and fish cake soup has been well-received in Singapore.

The brand plans to continue introducing new chicken dishes that complement Korean cuisine in the Singapore market.

Write to Sul-Li Jun at sljun@hankyung.com