YouTube Ad Emphasizing Korean-Style Chicken Launches
Aggressive New Openings in Latin America Including Costa Rica
Operating 250 Stores in the U.S.... "Global Expansion"
Chicken franchise BBQ has stepped up its efforts to conquer the American continent. While launching its first YouTube advertisement across the United States, it has also opened new stores one after another in Latin America, including Costa Rica. The strategy is to find future growth opportunities overseas by leveraging the global interest in K-content.
Genesis BBQ Group, the chicken franchise, announced on the 3rd that it will run BBQ Chicken YouTube ads targeting the American 'MZ generation.' This is BBQ's first advertisement in the United States.
A notable point is the use of Korean in the advertisement. Korean MZ generation slang terms such as 'pom michyeotda,' meaning 'skillful' or 'cool,' and 'choae,' meaning 'favorite member,' were used. 'Pom michyeotda' is a phrase shouted by Jungkook, a member of BTS, during a performance in Times Square, New York, last year. The ad also emphasized that BBQ chicken is 'real Korean chicken.'
This is a strategy to promote K-chicken to Americans who are interested in Korean culture such as K-pop and dramas. A BBQ official explained, "The purpose is to introduce chicken to the American MZ generation, who have a high awareness of Korea due to their interest in Korean culture but relatively low awareness of Korean-style fried chicken."
The advertisement has been running on YouTube, Google, and Meta since the 1st of last month. A BBQ official added, "We plan to expand the advertising effect by conducting influencer marketing through TikTok by the end of this year." Currently, BBQ operates about 250 stores in 27 states, more than half of the 50 states in the U.S.
Beyond the U.S., BBQ is aggressively expanding its market by opening stores in Latin America, including Costa Rica and Panama, more aggressively than any other K-franchise. On the 26th of last month, it opened the 'BBQ Momentum Lindora' store in San Jose, the capital of Costa Rica. This is the fourth store in Costa Rica. Previously, it opened Escazu, Momentum Pinares, and Chinatown stores.
Momentum, where the new store is located, is a shopping center with various restaurants and entertainment options. It is a complex cultural facility that only enters commercial districts with high population density and foot traffic in Costa Rica. In addition to Costa Rica, BBQ opened San Francisco and Albrook stores in Panama, which connects North and South America.
Currently, BBQ operates about 700 stores in 57 countries worldwide. This year, it plans to rapidly increase the number of stores, focusing on Latin America and Southeast Asia. Yoon Hong-geun, chairman of Genesis BBQ Group, emphasized in his New Year's address in January, "We will enhance the brand image of BBQ, the number one chicken franchise, to customers worldwide by opening franchise stores throughout all 50 U.S. states and expanding full-scale operations in South America and Southeast Asia."
BBQ's overseas expansion is aimed at securing future growth opportunities. The domestic chicken market, valued at 7.5 trillion won, is already saturated. According to the Fair Trade Commission registration in 2021, there are 794 chicken franchises. Meanwhile, rising delivery and labor costs combined with strong government price pressures make business expansion difficult.
An industry insider explained, "This is the perfect time to pioneer overseas markets due to the global interest in K-content," adding, "In a situation where domestic competition is fierce, securing overseas territories is meaningful as a way to secure future growth engines."
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