bhc Chicken Opens 3rd and 4th Stores in Thailand... Expanding Southeast Asian Market

Opening Large Shopping Mall Store and Delivery Outlet
"Will Establish Presence Through Aggressive Localization Strategy"

Chicken brand bhc Chicken is accelerating its expansion in the Southeast Asian market by consecutively opening its 3rd and 4th stores in Thailand.

bhc Chicken New Store in Thailand
Photo by bhc Chicken

bhc Chicken announced on the 4th that it has opened delivery-only stores ‘Victory Monument Branch’ and ‘Central Rama 2 Branch’ in Bangkok, Thailand.

The 3rd store is a delivery-only store targeting the rapidly growing Thai delivery market, located in Victory Monument, a central business district where offices, schools, hospitals, and residential complexes are concentrated. bhc Chicken has signed an exclusive contract with the number one local delivery platform in Thailand and plans to actively target local consumers by conducting large-scale promotions within the application.

The 4th store is located in Central Rama 2, a large shopping mall in the Bang Khun Thian area of Bangkok. This shopping mall boasts a high foot traffic and excellent transportation accessibility, equipped with various convenience facilities such as department stores, supermarkets, and multiplex cinemas.

Occupying a total area of 166㎡ (approximately 50 pyeong), the Central Rama 2 branch features bhc Chicken’s signature bright and lively yellow-toned interior, designed as a casual dining restaurant atmosphere suitable for family dining and dates. The store sells bhc Chicken’s representative menu items as well as special dishes using unique chicken parts available only in Thailand, such as ▲Ppurinkle Chicken Skin and ▲Ppurinkle Chicken Joint. Considering the high local interest in K-food and the regional characteristics with many foreign tourists, various Korean dishes such as tteokbokki and kimchi fried rice are also offered.

A bhc Chicken official stated, “We will continue to accelerate our entry into global markets such as Southeast Asia and North America through new menus that satisfy local customers’ tastes with bhc’s unique know-how and aggressive localization strategies.”

Meanwhile, bhc Chicken has been accelerating its global market entry by opening its 2nd stores in Hong Kong and the United States just last month. Currently, bhc Chicken operates a total of 17 overseas stores in five countries including the United States, Singapore, Malaysia, Hong Kong, and Thailand.