Genesis BBQ Chairman Yoon Hong-geun speaks after receiving Korea’s Top Midsize Business CEO Award, chosen by business academics, during the 2026 spring conference of the Korean Academic Society of Business Administration at the Korea Chamber of Commerce and Industry in Seoul, Friday. Courtesy of Genesis BBQ
The chairman of major fried chicken franchise Genesis BBQ was honored Friday for the company’s domestic and global businesses as well as social outreach, efforts for franchisees and internal operations.
The company said Monday that Yoon Hong-geun won Korea’s Top Midsize Business CEO Award, chosen by business academics, during the 2026 Spring Conference of the Korean Academic Society of Business Administration. The event was held at the Korea Chamber of Commerce and Industry in Seoul’s Jung District.
The award recognizes executives who successfully led midsize enterprises — the backbone of the national economy, according to Genesis BBQ — and demonstrated an exemplary growth model from startup to maturity. A selection committee evaluates candidates based on moral entrepreneurship, management philosophy, industrial competitiveness, business expansion outcomes, transparent management and social responsibility.
One of Yoon’s recognized achievements was the establishment of a franchise model that works for both franchisees and management. Since its foundation in 1995, Genesis BBQ’s business mantra has been “franchisees die, management dies.” The franchisees, dubbed “family” by the management, engage in discussions with headquarters about brand policy, marketing, new menu items and other key issues.
In 2000, Yoon introduced Chicken University, a training facility in Icheon, Gyeonggi Province, for new franchisees. The facility now also serves as the company’s strategic hub for young people, domestic consumers and global tourists who are interested in experiencing how to make fried chicken.
Genesis BBQ’s ongoing global expansion was another reason for Yoon’s award. The company currently runs franchisees in 57 countries, all of which operate under the company’s standard manuals regarding employee training, quality control, operation regulations and menu localization. The system, according to the company, represents a Korean franchise model working effectively outside Korea.
Social outreach also contributed to Yoon’s honor. The company has been providing free fried chicken to local communities, disaster-stricken areas and those living in poverty, as well as business support for young franchisees. Last year, these contributions earned Yoon the grand prize in the social contribution category of the HDI Human Management Awards. The award was organized by the Human Development Institute, a nonprofit organization.
“I believe this award is a meaningful recognition of BBQ’s journey over past 30 years, growing alongside our franchisee partners and striving for advancement of the Korean franchise industry,” Yoon said upon receiving his latest honor.
“We will continue to enhance the global competitiveness of K-food based on mutual growth and innovation, while contributing to a sustainable franchise industry ecosystem.”
Source: Korea Times News
