K-Franchise’s Successful Challenge in the U.S. – Jay Lee’s U.S. Report (134)

K-Franchise U.S. Roadshow Draws Interest from Korean-Americans”

Proving Global Competitiveness through U.S. Success

Strong Performance in Food & Beverage Sector, Linked to Investment Immigration

By Jongchan Lee, CEO of J&B Food Consulting

Due to Korea’s sluggish domestic market and the global rise of K-food, Korean franchises are actively expanding into the U.S. and other overseas markets. Recently, the 6th “K-Franchise U.S. Business Briefing” was jointly held in Orange County, California, by the American branch of the Korea Franchise Association and the Orange County Korean American Chamber of Commerce, attracting strong interest from Korean-Americans.

Korean franchises are rapidly expanding in the U.S. Their success is not only introducing Korea’s unique flavors and culture to the world but also serving as a strong testament to their global competitiveness.

The food and beverage sector is the most prominent area of K-franchise success in the U.S. Korean restaurant franchises have won over American palates with their distinctive taste and quality. In particular, Korean fried chicken has grown rapidly in popularity, fueled by the broader Korean Wave (Hallyu) in the U.S. Cities like Los Angeles are already saturated with Korean chicken chains, leading brands to target inland areas such as Ohio, Denver, and South Carolina to appeal to local residents.

One of the most aggressive expanders is Tous Les Jours, which now operates over 100 locations across 26 U.S. states, with plans to grow to over 1,000 North American locations by 2030. bb.q Chicken, which operates around 100 stores in Korea, already runs 45 stores across the U.S. and aims to increase this to 200 within five years.

Korean street food and desserts are also gaining attention by introducing creative menus aligned with U.S. dessert trends. The popularity of K-food has even led to cases where investment in K-food franchises or related food businesses serves as a pathway to investment-based immigration (EB-5) to the U.S.

The success of K-franchise expansion in the U.S. owes much to strategic positioning and localization efforts. Many K-franchise brands have adapted their menus and marketing strategies to meet local market preferences, successfully localizing their operations.

Their success in the U.S. market suggests strong potential for competitiveness in other global markets. However, to sustain that success, Korean franchises must continue to respond flexibly to changes in the local market and strive for ongoing innovation to enhance brand value. Maintaining strict quality control and a consistent brand image will be key factors in successful global expansion.

Beyond the U.S., Korean franchises are also rapidly entering the European market. During my recent trip to Europe, I observed an increasing number and variety of Korean restaurants each year. I also heard that Korean celebrities Son Mina and Hong Jinkyung plan to open a Korean snack shop in Spain. They’ve said that although Korean food is known in Europe, it hasn’t been properly promoted, and they hope to introduce authentic Korean cuisine.

The global audience eager to experience K-culture represents a vast potential customer base. Now is the time to row hard while the tide is high.

Feel free to contact us

jay@jnbfoodconsulting.com or 714-873-5566

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