Korean fried chicken chains go global as local market saturates

Korean fried chicken chains go global as local market saturates

최초입력 2025.09.10 12:45:05

(Kyochon F&B)

Kyochon, Korea’s No. 3 fried chicken franchise, has completed a seven-month renovation of its Mid-Wilshire No. 1 store in Los Angeles, the United States, with a grand reopening scheduled for mid-September. First launched in Korea Town in 2007, the branch was the brand’s original foothold in the North American K-chicken market.
A Kyochon official said the company has emphasized its identity through creative design features such as a “brush objet,” similar to those at its Itaewon flagship store in Seoul.
“It will become the most eye-catching K-chicken outlet in the U.S.,” the official said.
Korean chicken franchises, once focused mainly on the domestic market, are now betting heavily on international expansion as the local market stagnates, with the number of outlets shrinking about 2 percent annually.
Industry data on Tuesday show that combined overseas sales of the three largest chicken brands are expected to surpass 200 billion won ($143.3 million) this year for the first time.
BBQ, which reported 150 billion won in overseas sales last year, is poised to hit the 200 billion won mark in 2025 on the back of the K-food boom. Kyochon and BHC, which saw only 19.47 billion won and 4.32 billion won in overseas sales last year, respectively, are also accelerating their overseas store expansion this year.
BBQ leads the global push with over 700 outlets in 57 countries, including 250 in 32 U.S. states, as well as stores in Canada, Taiwan, the Philippines, and Vietnam. Genesis BBQ Group Chairman Yoon Hong-geun declared at the company’s 30th anniversary earlier this month that the brand aims to operate 50,000 outlets worldwide by 2030.
Kyochon, with 84 overseas stores across seven countries, plans to use the reopening of the Mid-Wilshire outlet as a springboard for broader expansion. The store will feature automation such as dough-making and frying robots, robotic servers, and drone deliveries. The firm is also preparing to enter new regions in China.
BHC, Korea’s top domestic franchise, is also shifting attention overseas, operating 34 outlets across seven countries, including Thailand (12), Singapore (3), Malaysia (10), Hong Kong (2), the U.S. (5), Canada (1), and Taiwan (1).
The company’s popular Bburinkle series has been a hit with younger customers in Southeast Asia, boosting its brand recognition. BHC plans rapid expansion in Thailand through October and will soon open additional stores in Singapore.
Industry watchers say the overseas drive stems from saturation in Korea’s chicken market.
According to the Fair Trade Commission, the number of chicken brands peaked at 701 in 2021 but has since declined steadily to 647 last year.
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Korean fried chicken chains go global as local market saturates

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