bhc, Entry into Indonesia, the World's 4th Most Populous Country... First Store in 2025

Signed Master Franchise Agreement with Nachindo Group
"Highly Appreciated for Deep Understanding of Local Market"
Half the Population Under 30... High Understanding of K-Food

Chicken franchise bhc is accelerating its global market expansion by entering Indonesia.

bhc announced on the 17th that it has signed a Master License (ML) agreement with Nachindo Group, a leading consumer goods company in Indonesia.

Song Hoseop, CEO of Dining Brands Group (right), and Na Chindo, CEO of Agnes Group, signing a master franchise agreement for expansion into Indonesia. Photo by bhc Chicken

Nachindo Group is the number one industrial consumer goods company in Southeast Asia with over 30 years of history. It has successfully operated Indonesia’s famous bakery brand Holland Bakery and the 5-star resort Golden Tulip Holland Resort. Based on its expertise in the F&B sector and solid financial stability, the group has also demonstrated capabilities in business diversification such as hotel and resort operations, establishing itself as a trusted company locally.

A bhc representative said, "We highly valued Nachindo Group’s deep understanding of the local market and excellent strategies, selecting them as our cooperation partner. By combining product strength and global operational experience, we aim to quickly establish a foothold in the Indonesian market."

Indonesia is the world’s 4th most populous country with about 280 million people, approximately 50% of whom are young consumers under the age of 30. They are familiar with dining out and fast food culture, have high demand for fried chicken, and the market is experiencing a surge in interest in K-culture. In particular, the favorable perception of K-food is rapidly increasing, raising expectations for bhc’s success.

bhc plans to open its first store in the first half of 2025 at the largest shopping mall located in the heart of Jakarta, the capital of Indonesia. Subsequently, it will gradually expand stores to strengthen its presence in Indonesia.

Additionally, bhc is focusing all efforts on securing competitiveness through localization strategies tailored to the Indonesian market. Considering that chicken is enjoyed as a ‘meal’ with rice in Indonesia, bhc is developing new menus under the differentiated concept of ‘K-chicken enjoyed as a meal.’ Especially, taking into account Indonesia’s status as the world’s largest Muslim country, bhc has completed halal certification from the early stages of business to meet local market demands, and plans to actively utilize delivery platforms to enhance customer accessibility through vibrant online ordering and delivery services.

A bhc representative stated, “Our cooperation with Nachindo Group will be the cornerstone for the bhc brand to firmly establish itself and grow sustainably in the Indonesian market. As a representative Korean chicken brand, we will provide local customers with special tastes and experiences, and strengthen engagement with local consumers through various marketing campaigns linked to the K-culture wave.”

Meanwhile, bhc operates 27 overseas stores in 7 countries including Thailand, Malaysia, and Hong Kong.