bhc Officially Enters the Philippine MarketSigns Agreements with SM Supermalls and Suyen Corporation

– Signed an agreement with SM Supermalls to open at least 10 stores within two years in key commercial districts –

– Signed a Master Franchise (MF) agreement with Suyen Corporation, one of the Philippines’ leading retail companies, to accelerate market expansion by leveraging its retail and food service infrastructure –

bhc chicken is officially entering the Philippine market after signing a store development agreement with SM Supermalls, the largest shopping mall operator in the Philippines, and a Master Franchise (MF) agreement with Suyen Corporation, one of the country’s leading retail companies.

The signing ceremonies were held in Manila, Philippines, on July 21 and 22, respectively. Attendees included Song Ho-seop, CEO of Dining Brands Group; key executives from Suyen Corporation, bhc’s Philippine master franchise partner; Hans Sy, Chairman of SM Prime Holdings; and Steven Tan, President of SM Supermalls. All parties expressed their commitment to a successful partnership.

Under the agreement, bhc plans to open at least 10 stores within two years through SM Supermalls, which operates more than 90 shopping malls across the Philippines. The agreement also establishes active cooperation for bhc’s continued expansion in the local market. SM Supermalls is recognized as one of Southeast Asia’s largest integrated shopping mall operators and serves as a key distribution and retail channel for global food service brands entering the Philippine market. Through systematic operational support such as joint marketing initiatives and customer traffic generation, SM Supermalls has demonstrated a strong track record of success. In particular, the company highly values bhc’s brand potential and is actively collaborating to ensure a successful launch.

The MF agreement with Suyen Corporation is also drawing significant attention. Suyen Corporation is one of the Philippines’ leading retail conglomerates, operating businesses across retail, food service, and beauty sectors, including brands such as Bench, PAUL, and Marugame Udon. The company manages a portfolio of 69 global brands, including 10 food service brands, and operates more than 1,800 stores nationwide. bhc plans to combine its years of accumulated brand competitiveness with Suyen Corporation’s operational expertise to establish a stable and successful presence in the Philippine market.

Notably, securing both a master franchise agreement and a shopping mall development agreement simultaneously is considered a rare case within the industry. By securing a strong operational partner and confirming store locations in key commercial districts at the same time, bhc’s expansion into the Philippines is expected to proceed at an accelerated pace.

Song Ho-seop, CEO of Dining Brands Group, stated, “Both Suyen Corporation and SM Supermalls are exceptional partners with extensive experience and strong infrastructure in the retail and food service industries. We believe bhc’s brand competitiveness will resonate positively with consumers in the Philippine market. Starting with our first store, we aim to establish bhc as a leading K-chicken brand while expanding our touchpoints with local consumers and accelerating our global expansion efforts.”