Korean fried chicken franchise Genesis BBQ continued its Southeast Asia expansion by opening its 11th store in Vietnam on Wednesday.
The new two-story outlet in the coastal city of Da Nang covers 128 square meters near popular My Khe Beach. It offers the chain’s signature dishes like Golden Olive Chicken along with Korean favorites such as kimchi fried rice.
Genesis BBQ reported robust opening day sales over $2,900, buoyed by both local and foreign visitors. The company plans further global growth, aiming to ultimately reach 50,000 stores worldwide.
Vietnam has been a key market since Genesis BBQ first entered in 2007. Aggressive openings in Hanoi and other major cities have accelerated amid rising popularity of Korean culture and cuisine.
The new beachside location taps into Vietnam’s tourism industry while appealing to locals. Genesis BBQ also leverages hype around Korean pop culture to attract younger demographics.
With 11 stores now in operation, Vietnam has the third highest count after South Korea and Indonesia. Rapid expansion throughout Southeast Asia includes outlets in Thailand, Malaysia, Singapore, Cambodia and the Philippines.
As Korean pop culture continues to gain fans across Asia, franchises like Genesis BBQ are capitalizing on the trend. Analysts expect continued growth, especially among Millennial and Gen Z consumers eager to try authentic Korean dishes.
Genesis BBQ positions itself as an iconic brand from Korea that brings diners a taste of the trendy Korean lifestyle. The formula clearly resonates in Vietnam and beyond.
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