bhc Chicken, Full-Scale Entry into Singapore... Expanding Southeast Asian Market

bhc Chicken has taken its first step into the Singapore market.

On the 26th (local time), Im Geum-ok, CEO of bhc Group (first from the left), attended the opening ceremony of bhc Chicken's first store in Singapore and took a commemorative photo with local partner company officials.
[Photo by bhc Group]

On the 26th (local time), bhc Chicken announced on the 27th that it opened its first local store, ‘BHC SINGAPORE MSQ STORE,’ on the 2nd floor of Marina Square, a large shopping mall located in Marina Bay, a representative tourist destination in Singapore.

The bhc Chicken Singapore store has a total of 108 seats and is a beer zone store where customers can enjoy chicken and beer together. The space was designed to be a refreshing area where anyone can comfortably enjoy chicken and beer, featuring an interior that combines the trendy vibe of the local shopping mall with bhc Chicken’s signature elements.

The menu includes bhc Chicken’s signature dishes such as ‘Ppurinkle,’ ‘Gold King,’ and ‘Matchoking,’ as well as various chicken dishes and popular side menus like ‘Sweet Crispy Cheese Balls’ and ‘Ppurin Sotteok.’ Additionally, overseas-specialized dishes such as ‘Spicy Rose Tteokbokki Soup’ and ‘Spicy Fish Cake Soup,’ which are popular Korean street foods, are offered. More specialized menus will be introduced sequentially based on local feedback.

According to bhc Chicken, Marina Square, where the store is located, is a large shopping mall directly connected to three famous nearby hotels and is a popular local attraction visited by both Singaporean residents and foreign tourists. In particular, it houses various dining brands and kids’ cafes, attracting many family customers who come for outings and dining.

This Singapore expansion is operated by a local distribution and F&B specialist company under a master franchise system. The local partner company operates supermarkets and large marts throughout Singapore, so bhc Chicken expects the store network to expand based on their distribution know-how.

Im Geum-ok, CEO of bhc Group, said, “This Singapore expansion is significant as it lays the foundation for bhc Group to grow into a global dining company that promotes K-food worldwide,” adding, “We will continue to accelerate the overseas expansion of various dining brands within the group, including bhc Chicken, to strengthen bhc’s brand competitiveness in the global market.”