Now In Korea
Myeongryun Jinsa Galbi Becomes 8-Year 'Value' Staple with Affordable, High-Quality Strategy
Creatrip Team
2 months ago
Myeongryun Jinsa Galbi, a domestic Korean grilled pork rib (sotbul dwaeji galbi) franchise, has marked its 8th anniversary by growing into a long-lived brand through a 'low price, high quality' approach. Since opening its first store in 2017 in Yongin, it now operates about 543 domestic and 21 overseas locations, earning awards and ranking first in Korean cuisine among top franchises. The chain attracts cost-conscious diners by offering unlimited servings of seven meats (including samgyeopsal), self-serve side dishes (self-bar), rice and drinks for a single-person price—appealing amid rising food prices. After a major post-COVID brand renewal, the updated “NEW” stores added diverse new menu items and expanded self-bar offerings, plus family-friendly features like a children’s play area and snacks. The company also promotes a “meat theme park” (gogi theme park) concept with continuous innovations: celebrity endorsements, a commercial campaign, and new devices such as a 'Reverse Tap' machine providing unlimited draft beer affordably. Special zones—an “Mother Zone” with healthy gondre rice and condiments, and a summer red-bean shaved-ice (patbingsu) zone—add targeted appeal without extra cost. The brand plans to roll out these zones and the unlimited draft beer across more franchise stores while continuing customer-focused services and events listed on its website.
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