Lead paragraph
BHC, a major Korean fried chicken chain, is making its first foray into the Vietnamese market. On April 29, 2026, parent company Dining Brands Group signed a master franchise agreement with Singapore-based food company Hao Open Foods. Centered on three cities — Hanoi, Ho Chi Minh City, and Da Nang — it aims to open 50 stores over the next 10 years. The plan is to roll out BHC's signature "Ppurinkle Chicken" and "Matcho King Chicken" while localizing them to Vietnamese tastes.
Details of the originating news
According to The Korea Herald, Dining Brands Group CEO Song Ho-seop officially announced the agreement on May 8. The partner, Hao Open Foods, already operates BHC franchises in Singapore and runs supermarket and food-distribution networks across Southeast Asia. The company's CEO, Tan Kim Yong, will oversee operations for the Vietnam business.
The Dining Brands Group CEO said, "By leveraging our local partner's distribution network and operational know-how, we'll steadily expand the store network and establish the brand."
Background and full picture
BHC is a brand vying for top market share in South Korea's chicken market, and it has already expanded into 8 countries and regions — Singapore, Thailand, Malaysia, Indonesia, Taiwan, Hong Kong, the United States, and Canada. It also plans to enter the Philippines within 2026, and Vietnam is positioned as an extension of that.
In Vietnam, demand for Korean cuisine is surging alongside the spread of Korean culture (K-pop, K-dramas), and the fried chicken market is benefiting too. The front-runner, Bonchon, already operates multiple stores in Vietnam, and BBQ Chicken is also building a franchise network across Southeast Asia. BHC, though a latecomer, aims to fight back with Hao Open Foods' distribution base as its weapon.
Vietnam, chasing Thailand,has a franchise market with ample room for the restaurant industry to grow, and the entry of overseas chains is accelerating.
BHC's Vietnam rollout plan
| Item | Details |
|---|---|
| Brand | BHC Chicken（bhc치킨） |
| Parent company | Dining Brands Group (South Korea) |
| Local partner | Hao Open Foods (Singapore-based) |
| Agreement type | Master franchise |
| Signing date | April 29, 2026 |
| Store target | 50 stores over 10 years |
| Target cities | Hanoi, Ho Chi Minh City, Da Nang |
| Signature menu | Ppurinkle Chicken, Matcho King Chicken |
| Existing markets | Singapore, Thailand, Malaysia, Indonesia, Taiwan, Hong Kong, the United States, and Canada |
| Next expansion target | Philippines (planned within 2026) |
Local and industry reaction
Within Vietnam's restaurant industry, the assessment is that "Korean chicken brands entering the market is no longer unusual, but the scale of 50 stores in 10 years signals real commitment." In particular, being able to reuse the food distribution network that Hao Open Foods has built across Southeast Asia is a major advantage in Vietnam, where cold chain (refrigerated distribution) remains a challenge.
Korean media reported that BHC's entry into Vietnam marks "a new phase in the battle for Korean fried chicken supremacy in Southeast Asia." While BBQ Chicken is pushing into the US market through a Hollywood collaboration, BHC has chosen to deepen its presence in Asia.
Meanwhile, some local Vietnamese chicken chains have voiced caution. For domestic brands competing in the same price range, the name recognition and marketing power of Korean brands could pose a threat.
Vietnam's café and photo cultureAs this shows, the younger generation's appetite for "Instagrammable dining out" is a tailwind for Korean chicken brands.
Impact on readers
For Korean food fans living in Vietnam, BHC's entry expands the options. Ppurinkle Chicken (a sweet-and-spicy seasoning) in particular is an overwhelmingly popular menu item in South Korea, so being able to eat it locally has a big impact.
For company stakeholders considering franchise ventures in Vietnam, Hao Open Foods' master franchise model is worth studying. Partnering with a local partner that already has a distribution base is a classic example of balancing speed of entry with risk management when expanding into Vietnam.
Ripple effects on the industry
The Korean fried chicken market is increasingly saturated at home, making overseas expansion a survival strategy. Kyochon has set a goal of 500 overseas stores by 2025, and Bonchon, after withdrawing from Korea, has focused on franchising in more than 10 countries. Their approaches differ, but the direction is the same.
From Vietnam's perspective, the successive entry of Korean chicken chains helps raise the level of the restaurant industry overall. There is much that local companies can learn, including more sophisticated ingredient sourcing, systematized store operations, and stronger delivery capabilities.
Da Nang's summer tourism demandCombined with this, franchise expansion in tourist destinations also becomes a strong option.
Comparison of Korean chicken brands' Southeast Asia expansion
| Brand | Headquarters | Status in Vietnam | Southeast Asian markets |
|---|---|---|---|
| BHC | Dining Brands Group | First entry in 2026 (50 stores planned) | Singapore, Thailand, Malaysia, Indonesia |
| Bonchon | Bonchon International | Already present (multiple stores) | Thailand, Cambodia, the Philippines, etc. |
| BBQ Chicken | Genesis BBQ | Preparing to expand | Malaysia, the Philippines, etc. |
| Kyochon | Kyochon F&B | Not yet present | Thailand, Malaysia, Indonesia |
Summary
Major Korean fried chicken brand BHC will make its first entry into Vietnam through Singapore's Hao Open Foods. The roadmap of 50 stores in 10 years is gradual, but partnering with a player that has a distribution base makes it highly achievable. As Korea's chicken market accelerates its shift overseas, it will be worth watching what kind of chemistry unfolds in Vietnam's restaurant industry.
