Leading South Korean fried chicken chain BHC is making a strategic entry into the vibrant Vietnamese market through a new master franchise agreement. This significant move aims to capitalize on the rapidly growing demand for Korean cuisine across one of Southeast Asia’s most dynamic consumer economies.
Dining Brands Group, the parent company of BHC, officially announced on Friday the signing of this pivotal agreement with Singapore-based Hao Open Foods. Hao Open Foods is a well-established food and retail operator, currently managing BHC franchise outlets in Singapore and boasting extensive supermarket and food distribution networks throughout Southeast Asia, making them an ideal partner for BHC’s Vietnam expansion.
Commenting on the expansion, Dining Brands Group CEO Song Ho-seop stated, “By leveraging our local partner’s robust distribution network and proven operational expertise, we are committed to steadily growing our store footprint and firmly establishing the BHC brand within the Vietnamese market.”
BHC’s ambitious expansion strategy targets prominent Vietnamese cities, including bustling Hanoi, metropolitan Ho Chi Minh City, and scenic Da Nang. The company aims to open an impressive 50 BHC stores across Vietnam within the next decade, signaling a significant investment in the region.
Vietnam represents a key growth market where Korean consumer brands resonate strongly with younger demographics. BHC plans to strategically adapt its offerings to local Vietnamese tastes, ensuring broad appeal, while prominently featuring its globally beloved flagship menu items like the iconic Bburinkle and savory Matcho King chicken.
This Vietnam launch further strengthens BHC’s growing international footprint, which currently spans eight diverse overseas markets including Singapore, Thailand, Malaysia, Indonesia, Taiwan, Hong Kong, the US, and Canada. The Philippines is also slated for market entry later this year, underscoring BHC’s aggressive global expansion strategy.
