"Targeting the High-Income Halal Market in Southeast Asia"... BBQ Signs Master Franchise Agreement in Brunei

Expanding Consumer Hubs Following the Opening of the First Store in the Beribi Commercial District

Genesis BBQ Group announced on June 2 that it has signed a 'Master Franchise (MF)' agreement with KB Company SDN BHD, a local foodservice company in Brunei, marking its entry into the high-income halal market in Southeast Asia.

The local foodservice company that signed the agreement has been operating F&B businesses centered around Bandar Seri Begawan, the capital of Brunei. In particular, it runs foodservice brands based in the Gadong area, which is a major commercial district in the capital region, and possesses experience in operating halal-certified restaurant brands as well as a strong local network.

Genesis BBQ Group announced on the 2nd that it has signed a Master Franchise (MF) agreement with KB Company SDN BHD, a local food service company in Brunei. Chairman Hongkeun Yoon of Genesis BBQ Group (right in the photo) and the representative of the local partner company are taking a commemorative photo after signing the contract. Photo by Genesis BBQ Group

Brunei is a resource-rich country with a population of about 460,000, whose growth is based on the oil and natural gas industries. The majority of the country's exports come from these sectors, and its per capita gross domestic product (GDP) is around 30,000 dollars, ranking among the highest in Southeast Asia.

Based on this MF agreement, BBQ plans to open its first store in the Beribi area, a key commercial district in the capital, in the form of a CDR (Casual Dining Restaurant). BBQ also plans to expand its presence to areas near Brunei International Airport and to the Jerudong region, which is home to upscale residential areas as well as concentrated tourism and leisure facilities.

The store will feature BBQ's signature chicken menu items such as Golden Fried Chicken (Golden Olive Chicken) and Secret Sauce Chicken (Seasoned Chicken), along with a variety of K-food dishes including Tteokbokki, Kimchi Fried Rice, Sotteok Sotteok, and Cheese Balls.

Through the Brunei MF agreement, BBQ expects to further strengthen its brand presence in the Southeast Asian Muslim consumer market following its expansion into Malaysia. A BBQ representative stated, "Brunei is one of Southeast Asia's leading high-income countries, with high purchasing power and a stable consumer environment," adding, "Based on cooperation with our local partner, we aim to successfully establish ourselves in the Brunei market and continue to broaden our foundation for targeting the high-income halal market in Southeast Asia."

This content was produced with the assistance of AI translation services.