Genesis BBQ Group, a domestic chicken franchise, is expanding its brand influence across major markets worldwide, including the United States, Latin America, Europe, China, and Southeast Asia.
According to BBQ on the 30th, since starting its global expansion in 2003, it is now operating stores in 57 countries, including the United States, Canada, Panama, Costa Rica, the Bahamas, Germany, Taiwan, the Philippines, Vietnam, Malaysia, China, Japan, and Fiji. In the United States, it has entered 33 states, including California, New York, New Jersey, Texas, Georgia, and South Carolina, proving the competitiveness of K-chicken.
BBQ ranked seventh on Yelp, a global review platform used by more than 1.2 billion people annually, in its list of the Top 50 fastest-growing brands in the United States. U.S. food magazine Taste of Home named BBQ the "best chicken and wings/drumettes in America," giving high marks to its high-quality menu and crispy texture.
It is also speeding up its push into the European market. BBQ took part in Anuga 2025, the world's largest food trade fair, last year and introduced K-chicken to global buyers and industry officials. It effectively laid the groundwork to expand its recognition as a leading K-food brand across Europe.
In December last year, BBQ established its European headquarters in Spain and began building an integrated logistics network that includes production bases for raw and subsidiary materials and warehouses. Based on this, it plans to open flagship stores in major countries such as Spain, the United Kingdom, France, Poland, and the Netherlands and expand sequentially to neighboring countries.
It has also launched a brand relaunch in the Chinese market. BBQ recently selected actor Lee Min-ho as its nationwide model in China, strengthening connections with local consumers. Under a strategy to expand K-food beyond Korean Wave content into everyday dining culture, it is conducting marketing and operating stores mainly in major Chinese cities. It is accelerating its expansion in China by opening additional stores in Dongjiaojiyi in Chengdu, one of the world's gastronomic cities, and Bao'an District in Shenzhen, a hub of the innovation economy.
Chairman Yoon Hong-geun said, "As a homegrown Korean brand, BBQ is spreading K-food into people's daily lives through K-chicken," and added, "We will further accelerate our global expansion so that people can experience K-food in high-potential markets such as the Americas and Europe, China, and Africa."