BBQ Chairman Yoon Hong-geun: "If Koreans Make It, Chicken Is Also Korean Food"

K-Food Represents at International Management Association Global Strategy Lecture
"Making 8 Billion People Worldwide Taste Chicken"

Yoon Hong-geun, Chairman of BBQ, represented K-Food to present the excellence of Korean food culture and global success cases to world scholars.

Yoon Hong-geun, chairman of the chicken franchise GenesisBBQ Group, recently announced on the 5th that he gave a lecture on success cases and strategies in the global market at 'AIB 2024 Seoul,' hosted by the International Association for Business (AIB), the world's most prestigious academic organization in business management.

AIB is the world's most prestigious international academic society in the field of business management, composed of world-renowned scholars, leading university professors, and global industry experts. Founded in 1959 in Michigan, USA, it currently has over 3,400 members from more than 90 countries.

BBQ was the only franchise company specially invited by the International Association for Business to represent K-Food. On the 4th, Chairman Yoon introduced BBQ's global status and strategies under the theme "World Changer BBQ, A Case of Global Business Innovation."

On this day, Chairman Yoon explained the process of growing BBQ from a small Korean company into a global franchise representing Korean cuisine. Starting with an introduction to GenesisBBQ Group, he explained the global expansion and localization strategies.

He emphasized that during the first overseas expansion, they strategically prioritized key countries such as China and the United States, and later expanded mainly in the U.S., the home of franchising, reaching the 29th state out of 50 through differentiated strategies for each store. He also explained the know-how of entering markets tailored to local consumer needs in Latin America, Southeast Asia, and Taiwan.

During the lecture, when a professor from Sogang University Business School asked, "Chicken is an American food and culture, so how can chicken become a representative Korean dish?" Yoon replied, "The definition of Korean food has changed from just dishes like kimchi stew and soybean paste stew. Korean food is food made with Korean flavors, by Korean hands, and under Korean brands."

Chairman Yoon stated, "As a vanguard of K-Food, we will continue to play our role and, based on our accumulated know-how, ensure that 8 billion people worldwide can enjoy BBQ chicken and live better lives."

Meanwhile, since its first overseas expansion in 2003, BBQ has entered 57 countries worldwide, including the United States, Canada, Panama, Costa Rica, the Philippines, Malaysia, Vietnam, and Japan. In particular, in the U.S., it operates stores in 29 out of 50 states, including New York, New Jersey, California, Texas, and Hawaii.