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bhc Chicken, one of the leading fried chicken chains in South Korea, announced its intention to expand its operations to Thailand. The move is part of the brand’s accelerated plans to enter Asian markets.
bhc Chicken is now earnestly preparing for its further expansion in Asia and will enter the Thai market in 2024, as per The Korea Economic Daily. Once it opens its first store in the country, it will continue to expand the franchise there until it gains a wider presence throughout Thailand.
Master Franchise Agreement Deal with Thai Company
For its endeavor to enter the Thai market, the Korean restaurant giant inked a master franchise agreement with the Meation Group, a known local dining company. bhc announced its partnership with the said firm on Thursday, Dec. 14.
The Meation Group is running three other Korean brands in its home ground, Thailand, and currently operates 20 restaurants under their names. At any rate, Maeil Ilbo reported that through the master franchise agreement, bhc Chicken is planning to start its business by opening the first store in downtown Bangkok. The target launch date is within the first quarter of 2024.
Aim for Southeast Asian Expansion
As part of its expansion scheme to other Asian countries, bhc Chicken also signed a similar master franchise contract with a local company in Taiwan. With the latest deal, the chicken restaurant chain is definitely on the right track for its expansion ambitions. As Thailand is now onboard as well, bhc Chicken now has a presence in five major Asian regions: Singapore, Hong Kong, Taiwan, and Malaysia.
Finally, bhc Chicken’s business strategy is to boost its competitiveness in the Southeast Asian market. Based on this move, it will actively grow its overseas markets with the main aim of becoming an international restaurant brand.
Photo by: bhc Group Website
