"Buchang Bakery" FG Enters US Market with Shabu-shabu Brand

First Texas Branch Located in Major Corporate Hub
Differentiation Through Locally Tailored K-Fusion Menu
Goal to Open 20 Locations Across the US Within Three Years

Food content company FG is entering the US market with its Korean-style shabu-shabu brand "Ganghoyeonpa." After solidifying its position in Korea with the success of its walnut pastry brand "Buchang Bakery," FG is now accelerating the globalization of K-food by expanding its restaurant brands overseas.

The shabu-shabu brand 'Ganghoyeonpa' of FG located in the Carrollton area of Texas, USA.
Photo by FG

FG announced on the 28th that it will open the first overseas branch of "Ganghoyeonpa" this December in the Carrollton area of Texas, USA. The restaurant will have a floor space of approximately 330 square meters (100 pyeong) and accommodate 60 to 70 seats. It is located in a commercial district surrounded by the headquarters of global companies such as AT&T, American Airlines, and Texas Instruments, targeting demand from office workers. The company also expects to attract tourist demand through synergy with the upcoming "Universal Kids Resort," which is scheduled to open next year.

"Ganghoyeonpa" is a brand that started at The Hyundai Seoul in 2021 and currently operates 10 locations in Korea. At the first US branch, the brand plans to offer a menu that reinterprets Korean-style shabu-shabu to suit local tastes, including dishes such as Kimchi Nacho Bites, Garaetteok Honey Vinaigrette, and Mala-flavored Shabu-shabu.

Lee Kyungwon, CEO of FG, said, "Based on the success of Buchang Bakery, we are launching Ganghoyeonpa in the US market. Starting in Texas, we plan to expand to Los Angeles and New York, opening 20 locations within three years and establishing ourselves as the leading K-shabu-shabu brand."

Meanwhile, FG has established a strong presence in the domestic dessert market through "Buchang Bakery." The brand is a modern reinterpretation of a walnut pastry shop that originated in Gyeongju in the 1960s. Within six months of its launch, sales of walnut pastries surpassed 100 million units. The brand was also selected as the official dessert brand for the 32nd Asia-Pacific Economic Cooperation (APEC) Summit, which will be held in October.