Didim E&F Selected as an Outstanding Case in Korea Agro-Fisheries & Food Trade Corporation's Overseas Business
Didim E&F, which operates dining brands such as Baekjewon, Tokyo Hana, Mapo Galmaegi, and Yeonan Sikdang, announced on the 8th that it has been selected as an outstanding company for overseas expansion through the Korea Agro-Fisheries & Food Trade Corporation (aT).
Didim E&F began its overseas expansion in 2011 starting with China and has since entered Southeast Asian markets including Taiwan, Malaysia, Singapore, Indonesia, and Hong Kong. This year, it plans to expand further into South Asian markets such as Pakistan.
The overseas version of Mapo Galmaegi, the ‘MAGAL’ brand, is leading the way in introducing Korean barbecue and Korean cuisine culture not only to East Asians but also to Americans as a ‘premium barbecue restaurant.’ It is especially popular in Southeast Asian countries where the Korean Wave is strong, operating 32 locations in key countries such as Indonesia, Malaysia, Singapore, and the Philippines.
Didim E&F cites its thorough localization system as the key to its success in overseas markets. While ‘Shin Mapo Galmaegi’ in Korea offers a casual pub atmosphere where customers can comfortably enjoy meat and alcoholic beverages, in Southeast Asian markets it operates as an upscale dining establishment.
In Southeast Asian stores, premium meats not available domestically are included on the menu, and large-scale stores occupying two to three floors at once are also operated. Additionally, localization efforts are underway to adapt menu composition and flavors where changes are necessary.
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Lee Chaeyeon, head of Didim E&F’s Overseas Business Team, said, “The success of Mapo Galmaegi in overseas markets is due to focusing on delivering the taste and atmosphere pursued by the headquarters franchise while finding competitiveness within each country’s culture through a localization system tailored to their circumstances.” She added, “We plan to continue respecting local cultures while widely promoting Korean cuisine as a representative Korea BBQ brand that embodies Korean culture and sensibility.”
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