South Korea’s leading chicken brands are aggressively expanding in the U.S. market.
Starting with BBQ Chicken, which first entered the U.S. market in 2006, Kyochon Chicken, CM Chicken, Pelicana, Goobne Chicken, and BHC followed suit. Last fall, SF Innovation, operating the franchise School Food, opened the first branch of its chicken store “I Got My Sound Chicken” in Fullerton.
While most existing Korean chicken brands are located in major metropolitan areas with large Korean populations, including LA Koreatown, the epicenter of K-food, they have recently been expanding to cities across the country.
“Along with the popularity of Korean food, the demand for K-chicken is rising rapidly across the country due to the bold and diverse flavors of Korean chicken,” said an industry insider. In particular, the thin batter and addictive seasoning that maximize the crispy exterior and moist interior are capturing the taste of domestic consumers, they added.
Competition is also intensifying as companies expand their branches across the country with new menus and services.
According to the Korea Daily’s survey, Genesis BBQ is expected to have the largest number of domestic stores in 2023. It grew from 190 in 2022 to 250 in 2023, a 31.58% increase in one year. In its 17th year in the United States, Genesis BBQ has opened stores in 26 states, more than half of all 50 states.
CM Chicken grew 42% from last year to 37, and Pelicana grew 45% from last year to 32. The other brands’ growth includes Kyochon Chicken with three, Goobne Chicken with three, and one for BHC.
GN Food’s oven-cooked Goobne Chicken currently operates 41 stores overseas. In April and May of this year, it will open a new branch near LA Koreatown and Mariposa. It has also finalized its entry into Texas in partnership with a local company.
“I thought that oven-baked chicken would be competitive,” said Kisoo Lee, who opened the first Goobne Chicken America store. “Pepper Crispy chicken is savory, spicy, and flavorful, so it has a strong fan base,” said Lee.
BHC, one of Korea’s top three chicken brands, opened its first North American store in the LA Farmers Market last year. Its main menu items include Bburinkle Chicken, Matcho King, and Gold King chicken. “The sweet and salty seasoning of Bburinkle Chicken is popular among both Koreans and non-Koreans,” said a company representative.
Kyochon Chicken has 67 overseas stores, with three in California. It recently opened its first restaurant in Hawaii. The company plans to open four more locations in Hawaii in the next two years.
Pelicana, the original Korean fried chicken, is also expanding in the United States. The company has 50 international franchisees, 32 of which are in the United States.
A representative from Pelicana’s LA branch said, “The number of customers from other ethnicities is growing rapidly, accounting for 40 to 70 percent,” adding, “The secret is the chicken radish and various sauces that balance the oily flavor.”
Opened its first store in 2017, CM Chicken now operates 37 stores in the United States. The company has developed its own style of “Tikkudak,” in which fried chicken is baked once more in a charcoal kiln at each store.
“Competition is intensifying as K-chicken companies are actively entering the U.S.,” said an industry insider, emphasizing that securing customers of different ethnicities will be the key to success.”
BY EUNYOUNG LEE, HAEUN CHUNG, JUNHAN PARK [chung.haeun@koreadaily.com]
