Korean chicken chains accelerate overseas expansion

South Korean chicken chains are accelerating their overseas expansion, driven by a saturated domestic market and the growing popularity of the Korean Wave.

These domestic giants are seizing new opportunities abroad with ambitious expansion plans and unique menu offerings.

Leading the charge is BB.Q Chicken, one of Korea's top three, which is making its mark at JFK Airport, aiming to take the US market by storm.

With over 700 stores in 57 countries (and reaching Central America in 2023), its goal is even bolder: 50,000 global stores by 2030.

In New York alone, the company already boasts nearly 10 stores, with plans to expand across all 50 states this year.

Another major player, Kyochon, operates 71 stores in seven countries, including China and Malaysia. In Taiwan, it has tripled its presence within just four months!

While initially slower to expand, bhc Chicken is rapidly catching up, focusing on Southeast Asia and the US.

It recently added three stores on Singapore's bustling Orchard Road, bringing its total to 10 in Malaysia, Singapore, and Hong Kong.

Thailand is set to join this expansion in the first half of 2024, with the LA Farmers Market store spearheading its American venture.

In Southeast Asia, bhc is attracting customers with a blend of unique Korean dishes, such as kimchi fried rice and samgyetang (ginseng chicken soup), alongside its signature chicken.

Goobne Chicken, famed for its oven-cooked delights, has joined the fray in the US with its first Texas store, following its Los Angeles debut in 2022. Houston is next on the list, with plans to open there in the first half this year.

As Korea's 7.5 trillion won ($5.7 billion) chicken market reaches saturation, with rising delivery and labor costs and limited room for price increases, overseas expansion has become a key strategy for future growth in the chicken industry

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