Lotte GRS Enters Malaysian Market with Strategic Partnership Agreement

Signing a Strategic Partnership Agreement with Serai Group
Aiming to Operate 30 Stores in 5 Years... First Location Set to Open by Year-End

On August 6, Lotte GRS announced that it had signed a partnership agreement for the strategic entry of the burger franchise Lotteria into the Malaysian market.

The partner selected for the Malaysian entry is Serai Group, a company engaged in local F&B and resort businesses. Serai Group operates various F&B brands, including fine dining and pizza, and is recognized for its high level of expertise in the restaurant industry.

The strategic partnership agreement signed on this day was attended by Lotte GRS CEO Chau Cheol, Serai Group Chairman Najib Hamid, and executives from both companies, who expressed their commitment to expanding global business capabilities by accelerating overseas business.

On the 5th, at Lotte World Tower, Lee Kwonhyung, Executive Director of Lotte GRS Global Business Division, Cha Woochul, CEO of Lotte GRS, Shin Yuyeol, Vice President and Head of Future Growth Office at Lotte Holdings, Najib Hamid, Chairman of Serai Group, Kristina Tarp, Director, and Ilanges Rao, COO, are posing for a commemorative photo (from left). Lotte GRS

Through this partnership agreement with Serai Group, Lotte GRS aims to operate 30 Lotteria locations in Malaysia over the next five years, following its presence in Vietnam, Myanmar, Laos, and Mongolia, and plans to open the first store by the end of this year.

Additionally, with the first U.S. location set to open in August, Lotte GRS plans to further accelerate the global expansion strategy of the K-burger by growing the Lotteria brand into a global franchise. The company is also preparing to enter the Singapore MF market in the future.

Lotte GRS CEO Chau Cheol stated, "Through this strategic partnership agreement between the two companies, we plan to pursue the successful market entry and sustainable growth of the Lotteria brand in Malaysia. Furthermore, by expanding into additional Southeast Asian markets and opening our first U.S. location, we will strive to grow as a K-brand that brings pride to the countries where we operate as a global franchise."