BBQ Opens Store in Chengdu, the Hub of Western China

A City of Gastronomy with a Population of 21 Million
Dongjiaozi Considered the Seongsu-dong of Chengdu

Genesis BBQ Group announced on the 23rd that it has opened the 'BBQ Village Chengdu Dongjiaozi Branch' in Chengdu, the capital of Sichuan Province, China.

Chengdu is a leading city in western China, with a population of 21.47 million as of last year, according to the National Bureau of Statistics of China. Along with Chongqing, Shanghai, and Beijing, Chengdu is one of the mega-cities designated by the Chinese government with a permanent population of over 10 million. Chengdu is also recognized as one of UNESCO's 'Cities of Gastronomy'.

Yoon Honggeun, chairman of Genesis BBQ Group (center), and officials from the global business division are posing for a commemorative photo at the 'BBQ Village Chengdu Dongjiaozi Branch' opened in Chengdu, the capital of Sichuan Province, China. Genesis BBQ

The 'BBQ Village Chengdu Dongjiaozi Branch' has opened in Dongjiaozi, which has established itself as a 'hot place' among local MZ generation and tourists, with a floor area of approximately 160 square meters (48 pyeong). Dongjiaozi is an area that has been transformed from an old industrial zone with factories into a space representing youthful trends by combining modern art and commercial elements. It is often compared to Seongsu-dong in Chengdu, and the area where the store is located is seeing growth in youth-oriented consumer markets such as food streets and shopping malls.

At this location, BBQ plans to offer signature chicken dishes such as Golden Olive Chicken, Yangnyeom Chicken, and Soy Garlic Chicken, as well as Western menu items like salads, pizza, and hamburgers, and Korean dishes such as Jjimdak and Tteokbokki. The company expects the branch to serve as a hub where local MZ generation consumers can enjoy K-food and Korean culture.

In May, BBQ signed master franchise agreements with local business representatives in eight strategic regions across China, including Chengdu, Beijing, and Qingdao, marking the start of full-scale business expansion in China.

A BBQ official stated, "Chengdu is a key strategic hub for expanding into the western Chinese market, as it is a city of economy, culture, and gastronomy," adding, "We aim to grow as a leading K-food brand through an aggressive localization strategy that takes into account the unique characteristics of each region in China."