bhc Accelerates Expansion into the Vietnamese Market Through Master Franchise Agreement

– Signed a Master Franchise (MF) agreement with HAO OPEN FOODS, laying the foundation for entry into the Vietnamese market –

– Vietnam selected as bhc’s 10th overseas market, targeting local consumers as a leading K-chicken brand –

– Plans to open a total of 50 stores within 10 years in major Vietnamese cities including Hanoi, Ho Chi Minh City, and Da Nang through a thorough localization strategy –

bhc chicken has taken its first official step into the Vietnamese market by signing a Master Franchise (MF) agreement with HAO OPEN FOODS CO., LTD., a Vietnam-based food distribution and F&B company.

On April 29, bhc signed the Master Franchise agreement with HAO OPEN FOODS at Changgo43 Seo-Yeouido branch in Seoul. The signing ceremony was attended by Song Ho-seop, CEO of Dining Brands Group; Nam Hwa-yeon, Head of the Global Business Division; Dr. Tan Kim Yong, Chairman of HAO OPEN FOODS; and Jupri Suep, Vice President of the company, along with other key executives. During the ceremony, both parties pledged comprehensive cooperation to ensure bhc’s successful establishment in the Vietnamese market.

HAO OPEN FOODS is the Vietnamese subsidiary of HAO OPEN FOODS PTE LTD., bhc’s existing Singapore partner. Based in Singapore, the company operates F&B and retail businesses across Southeast Asia, including supermarket chains and bhc’s master franchise business. Leveraging the strong logistics infrastructure built through its supermarket operations, the company integrates the distribution of ambient, refrigerated, and frozen food products, maintaining strong sales and profitability among Southeast Asian master franchise operators.

Vietnam, selected as bhc’s 10th overseas expansion market, is known for its high level of preference and trust toward Korean culture and products. In particular, demand for K-brands continues to grow among local MZ consumers who have naturally become familiar with Korean products and foods through various K-content and social media platforms.

Through this agreement, bhc plans to introduce the taste and appeal of K-chicken to local consumers in major Vietnamese cities such as Hanoi, Ho Chi Minh City, and Da Nang. The company aims to gradually strengthen its brand competitiveness by opening a total of 50 stores within the next 10 years based on a thorough localization strategy.

Song Ho-seop, CEO of Dining Brands Group, stated, “Through this Vietnam Master Franchise agreement, we have established an important foothold for entering the Vietnamese market. Based on our local partner’s strong distribution and business capabilities, we plan to pursue stable store expansion and successful brand establishment.”

Meanwhile, bhc currently operates stores in eight overseas markets, ranging from East Asian countries such as Singapore, Thailand, Malaysia, Indonesia, Taiwan, and Hong Kong to North American markets including United States and Canada. The company is also planning to open stores in the Philippines later this year. Centered around its signature chicken menu items such as Bburinkle and Macho King, bhc continues to elevate the status of K-chicken and K-food globally while achieving stable growth through localized menu strategies tailored to consumer preferences and food cultures in each market.