[Asia Economy Reporter Choi Saeng-hye] Hyein Foods' Nene Chicken announced on the 8th that it has opened its first Middle East store in Dubai, the largest city in the United Arab Emirates (UAE).
At the opening ceremony of Nene Chicken's first Middle East store held on the 3rd, Hyeon Cheol-ho, chairman of Hyein Foods, and Osman, CEO of Jakom LLC, attended the event. Nene Chicken signed a Middle East entry partnership with Jakom LLC in September 2018 and opened its first Middle East store in Dubai, UAE, after about a year.
Nene Chicken's first Middle East store opened as a casual dining concept in the 'Emirates Mall' located in the heart of Dubai. Emirates Mall is a mega shopping mall with an area of approximately 2.77 million square meters, visited by over 100 million people annually, and is famous for its indoor ski slope, attracting both locals and tourists.
The Middle East is a region with high chicken consumption worldwide and serves as a gateway to the halal market. It is home to workers and immigrants from various countries living together, and global dining brands are actively entering the market. Nene Chicken plans to increase sales in Dubai by promoting a brand image that pursues safe and clean food.
A representative from Nene Chicken's overseas sales department said, "This entry into Dubai is part of our overseas market expansion strategy following Australia, Hong Kong, Malaysia, Singapore, and Taiwan," adding, "With this first Middle East store as a milestone, we plan to continue expanding into the six GCC countries in the Middle East, including Saudi Arabia, in 2021."
Nene Chicken currently operates a total of 49 stores in Singapore, Australia, Hong Kong, Malaysia, Taiwan, and the Middle East, and is preparing to open its first stores in Vancouver, Canada; Shinjuku, Japan; and Beijing, China in the first quarter of this year.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
