The chicken brand bhc of Dining Brands Group announced on the 24th that it has signed a master franchise (MF) agreement with Suyen Corporation, a leading retail corporation in the Philippines. It is set to aggressively target the Philippine market by signing a lease agreement with SM Supermalls, the largest shopping mall operator in the Philippines.
bhc plans to establish at least 10 store locations within two years with SM Supermalls, which operates more than 90 shopping malls across the Philippines. The SM Supermalls, one of the largest multi-complex shopping mall operators in Southeast Asia, is regarded as a key distribution channel that global dining brands must navigate when entering the Philippine market.
Suyen Corporation, which has signed the master franchise agreement with bhc, is a leading retail corporation in the Philippines engaged in various sectors, including Bench and Marugame Udon, as well as retail, dining, and beauty. It operates a total of 69 global brands, including 10 dining brands, with over 1,800 store locations.
Song Ho-seop, representative of Dining Brands Group, noted, "Starting with the first store in Manila, we will establish ourselves as a representative brand of K-chicken and expand our global presence by broadening our connections with local consumers."