Genesis BBQ Global Expands to China After the U.S.

 

  Genesis BBQ Global is expanding its business overseas by entering the Chinese market, following its success in the United States. On May 16, the company signed master franchise (MF) agreements with eight franchise companies from different regions in China at its headquarters in Seoul.

 

 

  A master franchise gives local companies, who know the area well, the right to run the business. With their help, Genesis BBQ plans to create menus and strategies that match local tastes, business areas, and food culture. The goal is to open up to 1,000 stores in large Chinese cities, most of which have over 10 million people.

 

  China was actually the first country where BBQ opened a store outside Korea, back in 2003. But in the 2010s, business slowed down due to political tensions between Korea and China, including the THAAD missile defense system issue. This new agreement marks a fresh start in China.

 

  Genesis BBQ decided to grow in China because the dining-out market there is the biggest in the world—worth 5 trillion yuan (about 1,000 trillion Korean won) as of 2024—and it’s still growing fast at about 10% each year.

 

  The cities BBQ is entering include Beijing, Chengdu, Qingdao, and Wuhan. Beijing and Chengdu each have over 20 million people, and most of the others have more than 10 million. These cities also have higher incomes and are used to food delivery, making them great places to grow the business.

 

  Starting in Chengdu this June, Genesis BBQ plans to open its own stores in all eight cities by the end of this year. They will sell popular menu items from Korea, as well as new items made for Chinese customers—like spicy sauces and chicken dishes using local ingredients.