Opened in a Mixed-Use Shopping Complex in Setia Alam
Operates as a Full Dining Restaurant Spanning 115 Square Meters
On January 16, bhc announced that it has opened its 12th store in Malaysia, the 'Sunsuria Forum Branch,' located in Setia Alam, a new town in Shah Alam, Selangor.
The 12th store is situated in 'Sunsuria Forum Mall,' a mixed-use shopping complex connected to residential and office spaces. Nearby are major Malaysian shopping destinations such as Setia City Mall, as well as a convention center that hosts various exhibitions, events, and sports games. This is expected to attract a diverse range of local residents and tourists of all ages.
The store spans approximately 115 square meters and operates as a 'full dining' establishment, allowing families, friends, and couples visiting for shopping and leisure to comfortably enjoy meals and conversations. Delivery and take-out services are also available.
The menu features bhc's signature chicken items such as 'Bburinkle' and 'Machoking,' along with specialized dishes tailored to local tastes. In consideration of Malaysian dining culture, the store offers piece chicken instead of whole chicken, making it easier to enjoy. There is also a 'Chibap' (chicken and rice) menu concept, serving chicken with rice. Additionally, the store offers localized menu items that have proven popular at other Malaysian locations, such as fried chicken with 'sambal' sauce inspired by Malaysia's traditional dish 'Nasi Lemak,' as well as 'curly fries' and 'Marakan.'
In addition to the new 12th store in Malaysia, bhc has recently opened its first store in Indonesia, continuing to expand its overseas presence. By offering popular menu items like Bburinkle and Machoking, as well as specialized dishes developed through market analysis, bhc is winning over local customers' palates.
Nam Hwayeon, Head of Overseas Business at Dining Brands Group, stated, "Since entering the Malaysian market, interest in K-food and K-chicken has been growing rapidly, and the number of global customers seeking out bhc locally is surging. Building on the success of our existing stores, we plan to further expand our global presence, especially in Southeast Asia, by introducing a variety of localized menu items that comprehensively consider each country's circumstances and food culture, in addition to our signature chicken."
Currently, bhc operates 40 stores in eight countries overseas, including Malaysia, Hong Kong, Singapore, the United States, and Canada.
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