Bhc, the chicken brand of Dining Brands Group Co., said on the 16th that it opened its 12th store, the Seonsuria Forum branch, in Setia Alam, a new city in Shah Alam, Selangor, Malaysia.
The Seonsuria Forum branch is located in the mixed shopping space connected to residences and offices, Sunsuria Forum Mall. Nearby are Malaysia's major large shopping mall Setia City Mall and a convention center that hosts various exhibitions, events and sports games, which bhc said is expected to draw local residents and tourists of various ages.
The store spans about 35 pyeong and operates as a full-dining space where families, friends and couples visiting for shopping and leisure can dine and talk comfortably. Delivery and takeout are also offered.
The menu includes bhc's signature chicken such as "Bburinkle" and "Machoking," along with specialized items tailored to local tastes. In line with Malaysia's dining culture, it will focus on piece chicken rather than whole chicken. It also introduced a "chibap (chicken + rice)" concept that serves chicken with rice.
In particular, it sells localized items that have proven popular at existing Malaysia stores, including fried chicken served with "sambal" sauce inspired by the traditional dish Nasi Lemak, as well as "curly fries" and "Maracan." Bhc currently operates 40 stores in eight overseas countries, including Malaysia, Hong Kong, Singapore, the United States and Canada.
Nam Hwayeon, head of overseas business at Dining Brands Group Co., said, "Since entering the Malaysia market, interest in K-food and K-chicken has continued to rise, and the number of global customers seeking bhc locally is surging," and added, "We will continue to roll out a variety of localized menus that comprehensively consider each country's conditions and food culture, and focus on expanding in the global market centered on Southeast Asia."