Chicken Wars Heat Up Again in Korea: BBQ, bhc, Kyochon Battle for Top
Creatrip Team
2 months ago
Korea’s top three chicken chains—BBQ, bhc, and Kyochon—escalated competition in 2025 with new menu launches and marketing moves aimed at winning consumers. Dining Brands (operator of bhc) remained the top seller last year with KRW 512.7 billion in revenue, though sales fell 4.3%. Genesis BBQ closed the gap by growing 6.2% to KRW 506.1 billion, while Kyochon posted an 8% rise to KRW 480.6 billion. BBQ leaned into bold flavors and seasoning chicken with its new “BbumChicken” (seasoned chicken) featuring four cheeses, seeing strong daily orders and high repeat purchases. bhc defended its lead with texturally focused releases: “KwasakKing” (extra-crispy fried) and the saucy “Sweet Chilli King,” both reaching rapid sales milestones. Kyochon broadened its lineup—adding honey garlic and mala red flavors and expanding from its signature soy-garlic (ganjang) chicken into standard fried and sauced offerings—to attract wider customers. Industry insiders expect the rivalry and product innovation to continue into next year as brands vie for shifting consumer tastes.
