The popularity of the Chinese hot pot chain "Haidilao" is rising. At some locations, the waitlist numbers exceed 300, and consumers are lining up to wait more than two hours to be seated.
According to the retail industry on the 7th, Haidilao Korea's revenue last year rose 50.9% from a year earlier to 117.7 billion won, topping 100 billion won for the first time. Operating profit for the same period climbed 85.3% to 20.2 billion won. Results have steadily improved over the past three years.
This differs from the findings of the "2025 food service business management status" survey released by the Ministry of Agriculture, Food and Rural Affairs and the Korea Rural Economic Institute (KREI). According to the survey of 3,138 domestic food service businesses, the average annual revenue per establishment in 2024 was 255.26 million won, up 1.4% from the previous year, but the operating margin was tallied at 8.7%, a slight drop from the 2023 figure (8.9%).
Industry sources see two factors behind Haidilao's growth: fun and hospitality. First, Haidilao has built an image as a place where you can enjoy a fun meal. One reason people visit frequently is the recipes shared via YouTube or Instagram Shorts (short-form content). A prime example is celebrities and other influencers sharing their own sauce recipes. Graduate student Cho So-un, 25, who often goes to Haidilao, said, "Curiosity kicks in because I want to make the same thing and try it myself, and the very process of creating my own sauce, sharing it, and tasting it with friends is fun."
There is also fun in the variety of ingredients. You can taste everything from meats like pork, beef, and lamb to seafood such as catfish and cod. Here, too, the variety of combinations determines the fun. Recently, a popular combo is briefly dipping yuba, wrapping it with thin-sliced beef brisket, and cooking it again before eating. You can also freely use the salad bar. Some people add cherry tomatoes to the base broth to make their own tomato broth, or use raw eggs to make egg noodles.
Haidilao's "hospitality" strategy is also a differentiator. Stores put on various performances, including birthday events and noodle shows. If you wear a birthday bracelet, staff will make a small cake out of rice cakes and a slice of cake in the store and sing a birthday song. Another feature is that employees proactively recommend menu items to customers or, at their discretion, offer samples to taste. A Haidilao official said, "Consumers who try new ingredients and cooking methods eventually come back for more."
Regulars are managed meticulously. If you accumulate beyond a certain amount and move up to the diamond tier, a Kakao chat room with a dedicated manager is created and reservations become easy. A food and beverage (F&B) industry official said, "The key is providing an experience that goes beyond a simple meal to feeling 'well taken care of.'"
Graduate student Choi Se-eun, 25, said, "Even if another restaurant is all-you-can-eat, you might feel self-conscious using the salad bar too often, but here that's not the case—the managers join in, saying 'that sounds delicious if you eat it that way,'" adding, "I usually spend around 20,000 to 30,000 won."
Haidilao can operate this way because the franchise is closer to a food company. Sauces, broths, and semi-processed ingredients are supplied in bulk rather than prepared in the kitchen. A F&B industry official said, "Bulk purchasing lowers cost of goods, and because cooking staff aren't needed, kitchen labor costs aren't large," adding, "And while the service may seem extensive, not every consumer receives the same thing; it depends on the situation and staff discretion, so expense control is possible."
This strategy by Haidilao is at odds with the mood in Korea's restaurant industry. Lately, the domestic dining scene has split between very expensive restaurants and value-for-money spots. Buffets like Ashley run by E-Land Group attract those who prioritize value, while on the other side, fine dining priced close to 200,000 to 300,000 won has taken hold. Restaurants in the middle price range are staking their survival on expense efficiency.
A retail industry official said, "This climate is conveyed directly to consumers, so even asking for side dish refills may not feel comfortable, but Haidilao gives a sense of liberation from such discomfort."
Kim Hyun-su, an adjunct professor in the Global Management Department at the Graduate School of Techno Management at Kyunghee University, analyzed in a paper titled "Implications for the sustainability of Haidilao's competitive advantage in the post-COVID era," "Haidilao provided services that delivered emotions and satisfaction beyond consumers' expectations, based on high-quality ingredients and thorough hygiene management."
Along with Haidilao's growth, various Chinese dining brands are flooding into Korea. The malatang and malaxiangguo chain Tanghuagongfu and the milk tea brand Chabaekdo are representative. Tanghuagongfu Korea's locations increased from 237 in 2022 to 494 in 2024. Chabaekdo operates 18 of its 40 overseas stores in Korea.