The chicken industry is heating up. /Image: Generative AI
After Bburinkle and Kwasakking, meet ‘Soy Garlic King’ — bhc says it’s staying No. 1 by setting the trends
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[Korea Financial Times reporter Yang Hyun-woo] The race for the top spot in the chicken business is intensifying. As of 2024, market leader bhc is beefing up its new-menu lineup to hold onto its lead. The strategy is aimed at keeping rivals BBQ—buoyed by overseas growth—and Kyochon, which has bounced back into the roughly KRW 500 billion (approximately 375 million USD) range, at bay.
bhc locks in No. 1 with a new menu
On April 2, bhc held a media event to reveal how it developed this year’s first new item, Soy Garlic King, and to showcase its features. The product launches in two flavors: Original and Honey.
Historically, bhc has introduced new items in a single flavor. But consumer testing produced no clear favorite this time, so the company opted to release both Original and Honey together.
The Original delivers a classic soy-sauce profile, while the Honey blends soy and honey for a sweet-and-salty balance. bhc has previously rolled out soy-based hits like Machoking and Gold King; Soy Garlic King expands that soy-chicken lineup.
The product went through roughly six to seven months of development. Its standout is a専用 batter mix designed to keep the crust crispy even after sauce is applied—because sauced chicken tends to lose its crunch, bhc created a batter that helps the coating stay crisp.
bhc introduces at least two new items each year. Last year’s Kwasakking sold more than 7 million units in under a year, accounting for about 15% of total sales. Flagship Bburinkle remains a powerhouse, contributing roughly 30% of bhc’s sales.
A bhc spokesperson said, \”Starting with Soy Garlic King, we will continue to launch trend-setting menu items.\”
bhc’s Soy Garlic King. /Photo: Yang Hyun-woo
After Bburinkle and Kwasakking, meet ‘Soy Garlic King’ — bhc says it’s staying No. 1 by setting the trends
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BBQ buoyed by global performance
Industry watchers say bhc is rolling out new products to widen the gap with No. 2 and No. 3 players, BBQ and Kyochon. For 2024, bhc reported KRW 512.7 billion (approximately 384.5 million USD) in revenue, ahead of BBQ’s KRW 506.1 billion (approximately 379.6 million USD) and Kyochon’s KRW 480.8 billion (approximately 360.6 million USD). While bhc and BBQ haven’t disclosed all of last year’s numbers yet, Kyochon reported KRW 517.4 billion (approximately 388.1 million USD), surpassing the 2024 figures for bhc and BBQ.
BBQ’s growth is largely driven by stronger overseas sales. Its international revenue for 2024 hit KRW 22.2 billion (approximately 16.7 million USD), up about 31% year over year.
BBQ is expanding across Asia and North America, including China and the U.S. Last year it opened master-franchise outlets in major mixed-use districts in Beijing, Qingdao and Shenzhen. In the U.S., it operates in more than 30 states, including California and New York. In Europe, it established a regional headquarters and is pushing into markets like the U.K. and Spain. Last month it opened its first South American store in Colombia.
Beyond international expansion, BBQ launched ads on local personality Kim Seon-tae’s personal YouTube channel to boost awareness. The collaboration video between Kim and BBQ has already topped 3.7 million views as of this report.
‘Performance rebound’ — Kyochon aims to retake No. 1
Kyochon has shaken off a slump and rebounded, recording KRW 517.4 billion (approximately 388.1 million USD) in sales last year. The chain led bhc and BBQ through 2022 but fell behind in 2023. Its sales were KRW 517.4 billion (approximately 388.1 million USD) in 2022, dipped to KRW 444.9 billion (approximately 333.7 million USD) in 2023, rose to KRW 480.8 billion (approximately 360.6 million USD) in 2024, and climbed back to KRW 517.4 billion (approximately 388.1 million USD) in 2025.
Kyochon is accelerating its push for No. 1 by branching into new businesses. It entered the burger market with deli brand Sosit and launched craft-beer label Moonbear. Moonbear opened in a Cheonggye Mountain hotel in December and is expanding into channels like Seoul Dragon City and King’s Vacation.
The chain is also pursuing overseas growth. Last year it renovated and reopened its Mid-Wilshire location in Los Angeles. Including that spot, Kyochon now operates 79 overseas outlets. It runs direct operations in the U.S. and China and uses master-franchise agreements in markets like Malaysia and Indonesia.
An industry insider said, \”Because the market performed well last year, we expect all three major chicken chains to post higher results. With each company launching new products and pushing global expansion, the competition is only going to get fiercer.\”
Yang Hyun-woo, Korea Financial Times yhw@fntimes.com
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