Chicken Restaurant Serving Sundubu-jjigae?… bhc Targets Southeast Asia with Korean Cuisine Side Dishes

Singapore 3rd Store Opens... Total 10 Stores in Southeast Asia
Introducing Localized Korean Dishes Alongside Chicken
Plans to Expand to the US This Year

Chicken franchise bhc Chicken is targeting the Southeast Asian market with a differentiated strategy that combines its signature chicken menu with Korean cuisine.

bhc Chicken announced on the 8th that it has opened its third store in Singapore at Taste Orchard, a shopping mall on Orchard Road, a representative tourist destination in Singapore. With this, bhc Chicken has secured 10 stores in Southeast Asia, including one store in Hong Kong, six stores in Malaysia, and three stores in Singapore. As the first store in Thailand is scheduled to open in the first half of this year, the company plans to actively expand its presence in the Asian market.

Local customers visiting bhc Chicken Sunway branch in Malaysia

In particular, bhc Chicken is implementing a differentiated strategy by creating localized menus that combine Korean cuisine, considering the recent popularity of K-food in Southeast Asia, based on its signature menu items that are highly popular locally, such as Bburinkle, Gold King, Red King, Hot Bburinkle, and Bburin Cheese Ball.

In Malaysia, lunch sets are offered where customers can enjoy chicken along with representative K-food dishes such as kimchi fried rice, soft tofu stew, and japchae. Additionally, a mukbang set is available, which includes generous portions of Bburin Dough Fillet, Bburin Fry, Rose Ramen, and Bburin Cheese Ball, capturing the preferences of locals who enjoy tasting a variety of flavors. Since opening its first store in Malaysia in November 2022, the number of stores has expanded to six as of last year.

In Singapore, where three bhc Chicken stores operate, popular Korean dishes such as kimchi stew, samgyetang, and odeng soup are offered alongside chicken. Going forward, bhc Chicken plans to continuously introduce Korean dishes that pair well with chicken in Singapore, keeping pace with the high interest in K-food in the region.

Localized menu offered at bhc Chicken stores in Malaysia

bhc Chicken also plans to expand its presence in the Americas, starting with its first overseas store opened last January at the LA Farmers Market.

A bhc Chicken official stated, “To ensure stable overseas expansion, we conducted thorough local research and preparation, and since last year, we have been actively targeting the Southeast Asian market with very positive local responses. We will continue to grow as a global dining company by expanding not only in Southeast Asia, including the soon-to-open first store in Thailand, but also into the Americas.”

Meanwhile, bhc Chicken opened its Hong Kong store in 2018 as a foothold for entering the Southeast Asian market, and through a master franchise system with local distribution and F&B specialized companies, it has been actively opening new stores mainly in Singapore and Malaysia.

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