bhc Opens Second Vietnam Store One Month After Market Entry, Offering Chicken, Tteokbokki and Kimchi Fried Rice

Opened at the premium shopping mall Vincom Center Landmark 81

38-pyeong store with 42 seats

K-food menu tailored to local food culture

bhc said on Oct. 20 that it had opened its second store in Vietnam at the premium shopping mall Vincom Center Landmark 81 in Ho Chi Minh City.

Tan Kim Yong, chairman of HAO OPEN FOODS (third from left), Song Hoseop, CEO of Dining Brands Group, and Nam Hwayeon, head of overseas business at Dining Brands Group (fifth from left), pose for a commemorative photo at an event celebrating the opening of bhc's second location in Vietnam. Photo provided by Dining Brands Group.

Landmark 81, where the second store is located, is Vietnam's tallest building, standing 461 meters tall with 81 floors above ground. The surrounding area is home to upscale residential complexes, hotels, offices and tourist facilities. It is a popular shopping district for a diverse range of visitors, including local customers and tourists.

bhc entered the Vietnamese market by opening its first store in Ho Chi Minh City last September and is accelerating its push into the local market, adding a second store about a month later. The company plans to use the new location as a hub to raise brand awareness in the local market and expand its customer reach.

The store covers 126 square meters (about 38 pyeong) and has 21 tables with a total of 42 seats. It operates as a limited-service restaurant (LSR), designed to make ordering and dining more efficient so that mall visitors can enjoy a quick and convenient meal.

Along with bhc's signature chicken, the store offers a variety of K-food dishes that reflect local food culture. To cater to Vietnamese diners' preference for chicken pieces, it offers bhc's six signature chicken varieties—Bburinkle, Hot Bburinkle, Fried, Seasoned, Machoking and Red King—in a range of cuts, including drumsticks, wings and boneless thigh meat, giving customers more choices. The store also sells white rice for local customers who enjoy chicken as a meal with rice.

The menu also includes seven of bhc's signature side dishes, such as cheese balls, Bburinkle cheese balls, french fries and cheese sticks, along with five dipping sauces. Korean dishes such as tteokbokki, rose tteokbokki, rabokki, rose rabokki and kimchi fried rice are also available.

Nam Hwayeon, head of overseas business at Dining Brands Group, said, "We will continue to build on bhc's distinctive taste and quality to become a natural part of local customers' daily lives, while further strengthening our position as a K-chicken brand in global markets, including Vietnam."

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