Lotteria GRS Opens First Lotteria Store in Malaysia

Partnership with Serai Group Established in August
First Store at The Curve Mall Opens in Just Four Months
First Singapore Store Set to Open Next Year

Lotteria, the burger franchise brand operated by Lotteria GRS, announced on the 8th that it has opened its first store in Malaysia, accelerating its efforts to expand into key Southeast Asian markets.

The first Lotteria store in Malaysia is located on the first floor of The Curve Mall, a large shopping mall in Petaling Jaya, a major commercial, residential, and industrial city west of Kuala Lumpur, the capital of Malaysia. The store spans approximately 235 square meters and has 128 seats. The menu features nine types of burgers, including Lotteria’s signature Ria Bulgogi and Ria Shrimp, as well as three types of chicken and five types of desserts, offering the same menu as in Korea under the K-Burger, Chicken, and Dessert concept.

On the 5th (local time), at the opening ceremony of Lotteria's first store inside The Curve Mall in Malaysia, Lee Wontak, CEO of Lotteria GRS (third from the right), and Najib Hamid Serai, Co-Founder and Chairman of Serai Group (fourth from the right), along with others, participated in the ribbon-cutting ceremony. Lotteria GRS

One of the key challenges for opening the first store in Malaysia was addressing the country’s Muslim dietary culture. This was achieved by securing suppliers of halal-certified ingredients, thereby earning the trust of local customers. The company also placed significant emphasis on using halal-certified ingredients from local manufacturers for certain key items to further build credibility among customers in Muslim-majority countries.

The opening ceremony, held on the 5th, was attended by Lee Wontak, CEO of Lotteria GRS; Lee Gwonhyeong, Executive Director of Global Business; Han Yongjae, Commercial Attach? at the Embassy of Korea in Malaysia; Najib Hamid Serai, Co-Founder and Chairman of partner company Serai Group; and Director Lina Abdullah, among other key figures.

Lee Wontak, CEO of Lotteria GRS, stated, “The first store in Malaysia is more than just our initial location; it will serve as a model for our growth strategy in the Malaysian market. Through close collaboration with Serai Group, we will work together to establish the brand and achieve sustainable growth.”

Lotteria GRS and its partner, Serai Group, plan to operate 30 Lotteria stores in Malaysia over the next five years. Both companies will focus on stabilizing the first store and expanding their market share.

Following the opening of the first store in Malaysia, Lotteria GRS is preparing to open its first store in Singapore next year. The company plans to further strengthen its global business presence in Southeast Asian countries such as Vietnam, Myanmar, and Laos.

A representative from Lotteria GRS commented, “Building on the foundation of our Vietnam business, we will continue to pioneer new markets in Southeast Asia and expand our global capabilities, including operating our first store in the United States, to ensure ongoing growth as a K-franchise company. We will work closely with our partners to ensure the successful establishment and expansion of the first Lotteria store in Malaysia and to further grow our presence in the local market.”

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