Wings to Korea

: A journey prepared in celebration of the Genesis BBQ Group’s 30th anniversary

 

 

To commemorate the 30th anniversary, Genesis BBQ Global proudly hosted Wings to Korea, landmark event fusing brand legacy, cultural discovery, and international partnership. This immersive five-day program welcomed over 200 distinguished guests from around the world, including valued customers, business partners, influencers, and companions. Anchored around the highly anticipated FC Barcelona vs. FC Seoul friendly match, sponsored by Genesis BBQ Group. This gathering became a powerful showcase of what our brand truly represents

: hospitality, innovation, and cultural exchange.

 

 

JUL 30 | Welcome to Korea, Welcome to the Home of bb.q

 

Guests from around the world touched down at Incheon International Airport and met with personalized greetings and comfortable accommodation in Seoul. To manage the large delegation, the guests were organized into three groups :
• Team A : Canada, Indonesia, Malaysia, and Japan
• Teams B and C : China

 

At hotel check-in, each room featured a welcome gift box, curated to celebrate the spirit of the trip. Inside were four ChiBBoQ figurines, a copy of our latest global newsletter, a custom Wings to Korea t-shirt, and a personalized welcome postcard officially appointing each visitor as a bb.q brand ambassador.

 

 

Throughout the journey, guests were pampered with refreshments thoughtfully prepared by Genesis BBQ Group affiliates. Guests enjoyed fresh, satisfying sandwiches from I Can Reboot, our subsidiary brand specializing in wholesome ready-to-eat meals—perfect for keeping energy levels high between activities. Meanwhile, Lemon Boi, Genesis BBQ’s house-developed sparkling drink made with lemon and pu’er tea, offered a refreshing and health-conscious pairing, much like its role alongside bb.q chicken in our domestic and international stores.

 

 

JUL 31 | History, Culture, and Football Glory

 

The day began with an immersion into Korea’s cultural heritage: a guided visit to the National Museum of Korea, followed by Gyeongbokgung Palace, where guests enjoyed donning traditional hanbok attire. These iconic moments offered more than just visuals, but they helped guests connect with Korea’s roots and the origin story behind our brand’s spirit.

 

 

In the evening, excitement peaked as our delegation made its way to Sangam Stadium to witness the legendary FC Barcelona vs. FC Seoul match. As we approached the stadium, the energy was undeniable: giant banners celebrated bb.q’s 30-year legacy,

flanked by towering images of FC Barcelona players beside the bb.q logo. At the North Gate Plaza, a dedicated bb.q fan zone featured a vibrant LED screen showcasing our historical timeline video—from our founding in 1995 to surpassing 1,000 stores in just four years. The upbeat soundtrack carried across the plaza as fans posed for photos and soaked in the atmosphere.Guests received custom-designed fans, adorned with the bb.q logo and Barça’s stripes—handed out at entry and cherished under the summer sun. They had 90 minutes of leisure time to explore our bb.q booths, try the signature chicken, and take pictures with life-size displays. It was a carnival of chicken and the match.

 

 

 

Inside the stadium, every seat was marked with “bb.q” and “Barça”, and a bold 30th-anniversary banner hung at center field. Genesis BBQ Group Chairman Yoon Hong-geun took to the field for the ceremonial kick-off, followed by a rousing speech affirming our mission and gratitude. Barely 10 minutes into the game, Lamine Yamal ignited cheers with the first goal for FC Barcelona. Global stars like Robert Lewandowski joined him on the field, facing off against FC Seoul players including captain Jesse Lingard. The match concluded in thrilling fashion with a 7–3 victory for FC Barcelona, witnessed by 30,000+ fans and hundreds of our global partners.

 

 

 

 
AUG 1 | Where Chicken Meets Innovation: Chicken University

 

A highlight of the entire program was the visit to Chicken University in Icheon—an institution that embodies everything bb.q stands for. Partners stepped into the halls of innovation and tradition as they explored Korea’s only franchise-dedicated education facility.

The day began with a special assembly in the Innovation Hall auditorium, where Chairman Yoon met with nearly 80 Chinese partners, all recently onboarded through MF agreements and now launching outlets across China. He extended a heartfelt welcome and expressed strong confidence in their role in expanding the bb.q brand.

 

 

The tour groups (A, B, C) rotated across key stops:
• Loyalty Hall (1–2F): BBQ history museum, ESG zone, POS lab, legacy uniforms & packaging
• Loyalty Hall (3–4F): Dormitories, Innovation Hall auditorium
• Innovation Hall: Training kitchen, R&D center, and fryer robot lab (Voglebot) demonstrating the full frying process

 

During the visit, live training sessions with domestic franchisees were in progress, allowing guests to observe real-time chicken preparation.

It was a front-row seat to how bb.q ensures quality, consistency, and innovation.

 

A Moment to Reflect, A Future to Build

 

 

Throughout the program, a dedicated production crew documented every moment. The resulting video, currently in post-production, will serve both internal and promotional use, sharing the spirit of Wings to Korea across the Genesis BBQ Group network and beyond.

Wings to Korea offered a rare opportunity to engage directly with franchise hopefuls, partners, influencers, and customers.

By combining brand story and cultural depth, we built a foundation of trust and loyalty.