"Targeting Locals with Chicken Special Parts Ppurinkle"... bhc Chicken Opens 2nd Store in Thailand

Grand-scale Complex Shopping Mall Opening in Nonthaburi Area
Total of 58 Seats... Featuring Local Specialty Menus

Chicken franchise bhc Chicken has opened its second store in Thailand and is expanding its market presence.

bhc Chicken announced on the 2nd that it opened its second local store, ‘Central West Gate Branch,’ in Nonthaburi, a satellite city near Bangkok, Thailand, on the 30th of last month.

Local customers visiting bhc Chicken Thailand's 2nd branch at Central West Gate.

The Central West Gate shopping mall is a mega complex shopping mall housing over 500 global brands in food and beverage, beauty, fashion, and more. It is a representative landmark in a region known for having one of the highest weekend foot traffic volumes in Southeast Asia.

The bhc Central West Gate branch occupies approximately 132㎡ (40 pyeong) with a total of 58 seats. Featuring the yellow-tone interior symbolizing bhc Chicken, it is designed as a bright and casual dining restaurant atmosphere suitable for all customer groups visiting the mall, including families and couples, to enjoy meals together.

This store offers local-specialized menus combining bhc Chicken’s signature chicken dishes with Korean dishes such as tteokbokki and kimchi fried rice, reflecting Southeast Asian consumers’ high interest in K-food. In addition, it introduced special menu items using chicken parts, including boneless chicken pieces, the Wingstar series, and unique items such as ▲Bburinkle Chicken Skin (crispy skin) and ▲Bburinkle Chicken Joint (cartilage).

Jung Ho-young, director of bhc’s overseas business team, said, “The key to bhc Chicken’s Southeast Asian market strategy is an active ‘localization’ approach that is not limited to the domestic market concept.” He explained, “In Thailand, Malaysia, Singapore, and Hong Kong, bhc is gaining popularity as a dining restaurant where customers can enjoy both K-chicken and K-food beyond just a chicken franchise, with diverse menu options and bright, lively store interiors making it a favored place for family dining, dates, and gatherings.”

He added, “The first store in Thailand, opened in January, has been so popular locally that waiting is essential not only on weekends but also on weekdays. bhc Chicken plans to accelerate its global market expansion into Southeast Asia, North America, and beyond.”

Meanwhile, bhc Chicken currently operates a total of 13 stores across five countries: Hong Kong, Singapore, Malaysia, the United States, and Thailand, and plans to open its first store in Taiwan in the first half of this year.