Mijin Livestock Opens First Store in Sha Tin, Hong Kong

The meat restaurant brand Mijin Chuksan’s first overseas store, opened in Sha Tin, Hong Kong, has become a ‘hot place’ loved by locals.

Starting in Busan, Mijin Chuksan has 60 franchise stores in Busan alone and 150 nationwide. It is a meat restaurant franchise that sells special cuts of chicken, pork, and beef at reasonable prices. Without any special marketing or promotion, Mijin Chuksan grew into a nationwide franchise relying solely on word of mouth and decided to expand overseas to introduce Korea’s unique meat restaurant culture to consumers around the world.

Opened in March in Sha Tin, Hong Kong, Mijin Chuksan’s first overseas store is notable for having all interior materials and operating supplies imported from Korea. To preserve the atmosphere of the Korean stores, the head office’s interior team flew directly to Hong Kong to carry out the construction, and kitchen utensils, tables, spoons, and water containers are all the same items used domestically.

As a result, the store has established a highly complete interior as if visiting a Korean meat restaurant. It has gained a reputation as an exotic dining spot among Hong Kong locals and as a place that soothes the homesickness of the local Korean community, becoming recognized as the hottest and most popular store locally. Compared to existing Korean restaurants or meat restaurants, it receives excellent evaluations in all aspects including taste, price, interior, and concept.

Mijin Chuksan plans to use the Sha Tin store as a foothold for further overseas expansion and open stores in more countries. The regions currently targeted for expansion include Asian countries such as Laos, China, and Japan.

A representative of Mijin Chuksan said, “As Korean cultural content receives much love through OTT platforms, interest in the meat restaurant culture contained within it has also increased. We will do our best to absorb this demand through active overseas expansion and ensure that the same taste, quality, and service as in Korea can be enjoyed anywhere in the world.”