Genesis BBQ Group (BBQ), the operator of the BBQ chicken franchise, said on the 6th that cumulative first-quarter sales this year in key Seoul commercial districts such as Hongdae and Myeong-dong rose 34.4% from a year earlier. Sales in Seoul's core districts appear to have increased in step with the recent rise in inbound foreign tourists.
According to BBQ, cumulative first-quarter sales in the Hongdae district jumped 61.8% from a year earlier. During the same period, cumulative sales in the Myeong-dong district rose 25.8%. BBQ also noted that cumulative sales across other major tourism districts, including Seongsu, Gangnam and Jamsil, are generally on an upward trend.
BBQ has been expanding large stores of 990–1,320 square feet and above in major districts with active inflows of foreign tourists, increasing touchpoints for dine-in customers. As visits by overseas tourists to key districts have recently grown, demand has increased for spaces where people can enjoy both K-chicken and K-food, which appears to have translated into sales growth in BBQ's districts.
According to figures the Ministry of Culture, Sports and Tourism released on inbound foreign tourists for the first quarter of 2026, a total of 4.76 million foreigners visited Korea in the first quarter. That was up 23% from the same period a year earlier. Among them, Chinese tourists were the largest group at 1.45 million, followed by Japan at 940,000 and Taiwan at 540,000. Inflows of long-haul visitors from the United States and Europe are also increasing.
In particular, in the 2025 Global Hansik Consumer Survey that the Ministry of Agriculture, Food and Rural Affairs and the Korea Food Promotion Institute (KFPI) released in Nov. last year, "Korean-style fried chicken" was selected as the No. 1 most preferred Korean dish among overseas consumers.
A BBQ official said, "The strategy of expanding large stores in key Seoul commercial districts is the result of aligning with the recent increase in inbound foreign tourists," adding, "We plan to strengthen space and menu competitiveness in core districts with high global customer touchpoints and expand our footprint as a leading K-chicken brand."