Opening of Lotteria’s First U.S. Store and the Rise of K-Franchises – U.S. Correspondence by Jay Lee (156)

The Intersection of K-Culture and K-Food: A New Challenge on the Global Stage

By Jongchan Lee, CEO of J&B Food Consulting

Recently, the first Lotteria store in the United States opened in Fullerton, Southern California, where I live. For weeks, long lines have formed as people wait to get inside. At first, the crowd was mostly Korean, but now local Americans are also lining up to taste authentic Korean-style burgers. This event is more than just the opening of a fast-food restaurant—it is being seen as a symbolic moment marking the beginning of a new global experiment for K-franchises.

Until now, Korean foodservice brands have largely focused their overseas expansion on Asia, building their presence in Japan, Vietnam, China, and Cambodia. But the U.S. is the world’s largest—and most competitive—fast-food battlefield. With giants like McDonald’s, Burger King, and Wendy’s dominating the landscape, the fact that a homegrown Korean brand has opened its first store here carries significant meaning.

Lotteria has long grown by adopting localization strategies. Burgers like the Bulgogi Burger and Shrimp Burger, as well as the Rice Burger, went beyond imitation and showcased creative adaptation to local tastes. The U.S. flagship is not just a hamburger shop, but a cultural space where customers can experience a variety of K-food offerings. This reflects its potential to expand beyond fast food into a platform for spreading K-lifestyle.

The American dining market is the textbook for franchises worldwide. It is the stage where global brands are born and compete, and where consumers quickly embrace new food trends. For a Korean brand to enter this market means putting its competitiveness to the ultimate global test.

American consumers are already familiar with Korean culture through K-pop, K-dramas, and K-beauty. K-food—centered on kimchi, bulgogi, tteokbokki, and Korean fried chicken—is also rapidly gaining popularity. Against this cultural backdrop, Lotteria’s U.S. debut could become a true “intersection of K-culture and K-food.” More than just a place to buy burgers, it becomes a touchpoint where American consumers discover new Korean flavors and build trust in Korean brands.

Korean café franchises are also making strides. Paris Baguette, with its bakery-café model, has opened more than 150 stores across the U.S. These cafés go beyond selling coffee, combining desserts, bakery, and brunch culture to attract both local consumers and Asian immigrants.

Of course, challenges remain. U.S. food regulations are strict, and logistics and labor costs are higher than in Korea. Survival against powerful competitors like McDonald’s, Chipotle, and Starbucks is also a critical question. Yet, these challenges can also be opportunities. K-franchises can choose a strategy of gradual expansion—starting with smaller stores that offer differentiated menus and unique experiences.

Feel free to contact us

jay@jnbfoodconsulting.com or 714-873-5566

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