July 3, 2025

Korea's bhc Chicken speeds up global expansion across Southeast Asia and the Americas

bhc, a chicken brand under South Korea's Dining Brands Group, is set to expand its operations across the globe.

Aside from its existing major hubs in the United States, Canada, Hong Kong, and Taiwan, it is continuing to make strategic inroads primarily in Southeast Asia and the Americas.

According to bhc, the fifth store in the US is set to open as early as mid-July, and new stores will also open in Thailand, Singapore, and Malaysia. There are also plans to open its first outlet in Indonesia in the second half of this year and an expansion in the Philippines is also being actively considered to take advantage of "K-food" craze in Southeast Asia (SEA). bhc says the SEA region has strong growth potential in the dining industry with the localisation strategy of the food chain's signature item "BBQ butter series" which was proven effective in some franchises.

With stable markets in Los Angeles and San Diego in California, bhc also plans to expand into the southeastern region of the US. The food chain opened its second store in February.  bhc has signed franchise agreements in five areas, including Gwinnett County, Suwanee, and Duluth in Georgia state in the US.

Nam Hwa-yeon, Executive Director of the Overseas Business Division at Dining Brands Group, noted, "Based on our experience and successful know-how in major overseas hubs, we are gradually establishing ourselves as a sustainable brand in the global market. Through a localisation strategy that reflects consumer needs in each country we enter and a mutually beneficial franchise model, we will further solidify our position as a representative brand of K-chicken."

-      Chosun Biz