Genesis BBQ Group’s 2026 : Execution with 自彊不息

 

 

Genesis BBQ Group wants to take a big step forward in 2026 and become the world’s No.1 franchise group. Our key idea is 自彊不息, which means we keep working hard and never stop improving. The words 自彊不息 come from a very old Chinese book called the I Ching (周易, 주역). This book was not written by one person. Many people added to it over about 400 to 600 years. Long ago, people in China used it to ask questions about the future, to guide leaders, and to teach people how to live a good and strong life. In one part of the book, called the Xiang Commentary (象傳, 상전) of the Qian Hexagram (乾卦, 건괘), there is a sentence : 天行健 君子以自彊不息 (천행건 군자이자강불식). This sentence means, “Heaven moves in a strong and steady way. A good person should follow this example and keep making himself stronger without stopping.” In very simple words, 자강불식(自彊不息) means: “Make yourself stronger. Don’t give up. Don’t stop.” For Genesis BBQ Group, this means that in 2026 we will not only make plans. We will take action. We will work hard, keep improving, and show real results.

 

 

We evaluate 2025 as a year in which consumer spending weakened due to high interest rates and high inflation, while polarization within the franchise industry became more serious. However, even during this difficult period, Genesis BBQ Group stayed focused and stable. We spent the year prioritizing our key principles such as quality, operations, and on-site stability. Based on this foundation, we have defined 2026 as the first year to prove ourselves not through “will and planning,” but through “execution and performance.” Every strategy must lead to real action and visible results. At the New Year ceremony held on January 1, 2026, at Chicken University in Icheon, Gyeonggi Province, Chairman Yoon Hong Geun stated that all strategies of bb.q must be connected to real action and real outcomes, and that clear direction and strong execution must become part of the entire organization. In this context, Genesis BBQ Group will also create management innovation with AI at the center. Today is an era where the full process, from search to order to cooking, must be connected through data. Logistics and overall organizational operations must also be integrated through data to create a zero-friction environment. AI is no longer a choice. AI is now an essential execution infrastructure. By adopting AI into management, we will provide customers with faster and more accurate experiences, and we will also provide our franchise partners, whom we call “Family,” with a more predictable and stable operating environment.

 

 

In 2025, Genesis BBQ Group successfully completed the first SAP implementation in the Korean franchise industry. Through this, we built a strong foundation for data-based management infrastructure innovation across sales, marketing, operations, and logistics. In 2026, we will further strengthen and expand this system to drive powerful growth both in Korea and in global markets. bb.q Global’s strategy for 2026 will also focus not only on speed, but on high-level completion based on principles. We will establish North America, Europe, China, and Central Asia as key strategic hubs and pursue a global strategy that expands beyond K-culture into “K-bb.q.” Today, premium value is defined by consistent taste, hygiene, quality, and trust. Genesis BBQ Group is a company with strong DNA that has protected its principles even during crises over the past 30 years. As we celebrate our 31st anniversary this year, all bb.q employees and all franchise partners will unite with one mindset and one action philosophy: “Do it immediately. Do it without fail. Do it until it is done.” With this spirit, Genesis BBQ Group will achieve its goals in 2026 and move forward to become the world’s leading franchise group.