A new BBQ branch in Phu Nhuan, Ho Chi Minh City, Vietnam / Courtesy of BBQ
Korea's largest chicken franchise, Genesis BBQ Group, opened a restaurant in Ho Chi Minh City, bringing its Vietnam operations south after establishing a foothold in the north, the company said Wednesday.
The new BBQ Phan Xich Long outlet is located on Phan Xích Long street in the Phu Nhuan district, one of Ho Chi Minh City's most prominent food and beverage corridors. The casual dining restaurant spans approximately 317 square meters and seats 94 customers.
Ho Chi Minh City is Vietnam's largest economic hub and its most active market for retail, dining and franchising.
The city's young demographic and rapidly expanding food delivery culture have made it a primary target for global food and beverage brands.
Phan Xich Long street has grown in recent years into one of the city's most sought-after dining destinations, drawing younger consumers and office workers rather than the tourist-heavy traffic of more traditional commercial districts.
BBQ currently operates more than 40 outlets in northern Vietnam, primarily in Hanoi, and said it plans to use the Ho Chi Minh City entry as a base for broader expansion across Southeast Asia.
The Phan Xich Long outlet serves BBQ's flagship chicken items alongside Korean food offerings, including tteokbokki (spicy simmered rice cakes), kimchi fried rice, dolsot bibimbap (mixed rice with vegetables in a stone pot) and other dishes. The company said the combined lineup is designed to give local customers broader exposure to Korean food culture.
"Ho Chi Minh City is one of the most competitive markets for young consumers and global dining brands," a BBQ official said.
"We plan to expand our customer touchpoints across Vietnam's key northern and southern hubs as we strengthen our push into the Southeast Asian market."
Source: Korea Times News
