bhc Chicken Strengthens Connections with Millennial Generation

[Asia Economy Reporter Lim Hye-sun] Chicken franchise bhc Chicken is strengthening its connections with the core consumer group, the millennial generation, through various approaches. The strategy aims to increase brand affinity by considering the millennial generation's characteristics of being sensitive to trends and valuing fun, experience, and meaning.

According to bhc Chicken on the 23rd, the company held live broadcasts selling bhc Chicken mobile gift certificates on Baemin Shopping Live and Kakao Shopping Live in April and July, respectively. This represents an active communication effort based on online platforms familiar to millennials, with both broadcasts recording explosive responses, each exceeding a cumulative transaction amount of 200 million KRW.

Additionally, since 2017, bhc Chicken has operated the Sunflower Volunteer Group composed of university students, supporting the volunteers to grow as proactive leaders. The 5th group, active since January this year, engaged in a total of 12 volunteer activities in the first half of the year, starting with briquette sharing, and continued various volunteer activities in the second half, including sharing chicken with elderly living alone and making pressed flower fans.

bhc Chicken also provides direct sponsorship to the millennial generation. This year, the company intensified efforts to discover promising sports talents, establishing a golf team in April and recruiting professional golfer Oh Chae-yu. In the second half of the year, bhc Chicken focused on next-generation athletes who demonstrated outstanding skills at the Tokyo Olympics, delivering encouragement funds of 50 million KRW each, conveying a message of support for the millennials' efforts and future.

A bhc Chicken representative said, “We are continuously seeking ways to build rapport with the millennial generation, who are our main customers and will lead future consumption trends. Going forward, bhc Chicken will continue to increase communication touchpoints with millennials while consistently promoting the brand’s direction.”