Korean fried chicken brand pairs signature sauces with localized menu
Korean fried chicken chain Kyochon F&B said Friday it has opened a new store in Wuxi, Jiangsu province, as the company steps up its expansion in the Chinese market.
According to Kyochon, the newest Chinese foothold offers access to both local residents and visitors in an area where tourism and commercial activity overlap, as Wuxi is frequently visited alongside Shanghai with high-speed rail services connecting the two cities in less than an hour.
The 79-square-meter store will present Kyochon Chicken’s three signature flavor profiles: soy garlic, red series and honey. It also offers locally catered menus including Korean-style sweet and spicy fried chicken bites and chicken skewers.
The Wuxi store also features a “History Wall” designed to introduce the brand’s origins and cooking philosophy to Chinese customers. The wall traces Kyochon’s growth from a roughly 33-square-meter store that opened in 1991 to a global network of more than 1,400 outlets, highlighting the brand’s signature method of applying sauce to fried chicken by hand with a brush.
The company said the installation is intended to give customers a glimpse into the brand’s heritage and its approach to cooking, rather than simply serving as a decorative element.
“Wuxi is a city where tourism resources and economic vitality coexist, making it an appropriate city for introducing Kyochon Chicken’s brand philosophy and taste,” a Kyochon F&B official said.
“We will continue to strengthen both Kyochon’s distinctive taste and our localization strategy to provide Chinese customers with a dining experience that is familiar yet differentiated.”
With the latest opening, Kyochon now operates 19 stores across China. Beyond China, Kyochon operates its global business across in 15 countries including the United States, Malaysia, Indonesia, Taiwan and the United Arab Emirates.
hwkan@heraldcorp.com