bhc Group Accelerates Overseas Expansion... Official Entry into Malaysia and Singapore Markets

[Asia Economy Reporter Moon Hyewon] bhc Group is accelerating its overseas expansion to grow into a global dining company promoting K-Food.

bhc Group announced on the 20th that Chairman Park Hyunjong, who has extensive experience in overseas business, is personally leading the global operations, and from the second half of this year, the overseas market entry of each brand will become visible.

To ensure successful overseas expansion, bhc Group has established a two-track strategy based on analysis of target overseas markets: a master franchise model and directly operated stores.

First, bhc Chicken will open its first store in Malaysia in November. The location is a comprehensive shopping mall in the Mont Kiara area of Kuala Lumpur, a newly developed city with upscale residential complexes and large shopping malls. bhc Chicken selected the Mont Kiara area, which has a rich consumer market, as the optimal site symbolizing bhc Chicken’s first entry into Southeast Asia. Operations will be handled by a local major logistics company under a master franchise model.

bhc Chicken recently signed a master franchise agreement with a major local distribution company in Singapore and is proceeding with detailed plans to open its first store in April next year.

bhc Chicken designated Hong Kong as a test market in 2018 and opened a directly operated store, the ‘Mong Kok branch.’ Currently, it operates two stores in Hong Kong alone. Based on the overseas market know-how accumulated through operating directly managed stores in Hong Kong, bhc plans to expand stores to Southeast Asia and the Middle East, using Malaysia and Singapore as bases.

A bhc Group official stated, "The ultimate goal of overseas expansion is to promote Korean food culture worldwide," and emphasized, "We will focus our core capabilities on the overseas business, which will become visible from the second half of the year, and grow into a global dining company."

This content was produced with the assistance of AI translation services.