Korean Pork Belly, Expanding Globally
Published 23 Oct.2020 10:47(KST)
Sorae Galmaegi to Enter Myanmar and Vietnam Markets
Mapo Galmaegi to Expand into Pakistan and Thailand Next Year
Hallyu Popularity + Grilled Meat Specialty Make Them a Hit Overseas
[Asia Economy Reporter Choi Saeng-hye] Following K-pop, Korean movies and dramas are gaining global attention, accelerating the overseas expansion of meat franchise companies. Pork belly and skirt meat are popular overseas as healthy foods, emphasizing their unique features as "meat grilled and eaten by groups" and "meat eaten wrapped in ssam (lettuce wraps)."
According to the industry on the 23rd, Seorae Galmaegi recently opened stores in Beijing, China (directly managed) and Cambodia (3rd branch), and is preparing to enter Myanmar and Vietnam. Seorae Galmaegi launched a 16-table store in the Korean town of China in 2013 and marketed itself as "Korean Original Barbecue." Now, the number of stores in China has increased to 69. The product placement effect from the drama Descendants of the Sun also contributed to its popularity. Currently, it operates a total of 120 stores in Singapore, Japan, Australia, Canada, Macau, Hong Kong, Indonesia, China, and more.
In Indonesia, where 80% of the population does not eat pork for religious reasons, Seorae Galmaegi offers beef skirt meat instead of pork. The company utilized a clever strategy. A Seorae Galmaegi official explained, "In Indonesia, the pork skirt meat and beef skirt meat are both called 'skirt meat' in English. We maintained the brand image but differentiated by operating pork specialty stores targeting the Chinese community in the metropolitan area and beef specialty stores for local Indonesians." In Canada, where Korean-style meat is unfamiliar, the company opened a store in Richmond, where many Koreans live, to build recognition.
Mapo Galmaegi, operated by Didim, has also been expanding overseas since 2015. It currently operates a total of 40 stores abroad in Indonesia, Malaysia, Hong Kong, Taiwan, Macau, the Philippines, Singapore, and the United States. Indonesia has the most stores with 20 locations, and the company is preparing to enter Pakistan and Thailand in the first half of next year.
In particular, Pakistan will be the first case of a Korean food franchise entering the market. In January, Mapo Galmaegi signed a master franchise agreement with M. Anwar Brothers in Pakistan and plans to open its first store in Karachi, the largest city in Pakistan. A Mapo Galmaegi official said, "Since Mapo Galmaegi has already entered Islamic countries like Indonesia, it seems Pakistan, also an Islamic country, has naturally taken an interest."
Additionally, the pork belly specialty franchise Guii operates about seven stores overseas, including in China. Among beef franchises, Bulgogi Brothers operates a total of seven stores in the Philippines, Thailand, and Myanmar.
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