BBQ Enters Thai Market...Targeting Southeast Asia Expansion

Thailand, a Key Southeast Asian Market
Expansion Focused on Major Shopping Malls

Chicken franchise Genesis BBQ Group announced on the 23rd that it has signed a Master Franchise (MF) agreement with a local Thai company, marking the start of its expansion into the Southeast Asian market.

Thailand, with a population of approximately 71 million and strong tourism demand, is considered a country with significant growth potential in the dining-out market. In particular, Thailand's food culture is centered on spicy flavors, fried dishes, and sauces, resulting in high local preference for Korean-style chicken and street food menus. According to the company, “K-food is spreading, including Golden Fried Chicken, Seasoned Chicken, Soy Garlic Chicken, as well as Cheese Balls, Tteokbokki, and Kimchi Fried Rice.”

Yoon Hong-geun, Chairman of GenesisBBQ Group (right), and the local partner company representative are posing for a commemorative photo after recently signing a master franchise (MF) agreement. Courtesy of GenesisBBQ.

BBQ plans to enter major commercial districts in key cities such as Bangkok, Chiang Mai, Phuket, and Pattaya. The company will open flagship stores in the form of casual dining at large shopping malls like Siam Paragon and CentralWorld, and based on this, expand its franchise business as well.

A BBQ representative stated, “Thailand is one of the key markets in Southeast Asia. We plan to strengthen our presence in the Thai market and, based on this foundation, expand our business into neighboring Southeast Asian countries such as Myanmar, Laos, and Cambodia.”

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