South Korean barbecue chain Myeongryun Jinsagalbi expands across Southeast Asia

SEOUL, October 28 (AJP) - South Korea’s leading charcoal-grilled rib franchise, Myeongryun Jinsagalbi, said Tuesday it has established a local subsidiary in the Philippines, betting on Southeast Asia to turn “K-barbecue” into a global brand.

Through a master franchise agreement, it opened eight restaurants there as of October 2025, including one directly operated outlet. The move reflects a deeper commitment to managing brand quality and adapting to local tastes.

On Oct. 16, the first directly operated restaurant opened in the Philippines, marking what the company described as a key milestone in its overseas expansion.

In Thailand, Myeongryun Jinsagalbi currently operates six outlets under a master franchise agreement, with two more under construction. The company is also negotiating a joint venture with a major Thai retailer, with final terms expected by the end of October.

In Malaysia, the company’s first location inside Kuala Lumpur’s 1Mont Kiara Mall has established a strong foothold, leading to plans to expand into premium residential neighborhoods. The brand has also entered Vietnam, China, Laos, and Indonesia, cementing its position as one of the fastest-growing Korean dining chains in Asia.

Myeongryun Jinsagalbi’s strategy centers on local adaptation without sacrificing Korean authenticity. In Thailand, for instance, the company has introduced spicy sauces and localized desserts to appeal to younger diners, while in the Philippines, spacious layouts and self-service bars have made the brand a popular destination for families.

Founded in 2017 with its first outlet in Yongin, south of Seoul, Myeongryun Jinsagolbi has expanded rapidly to more than 550 domestic locations.

The company plans to open 100 stores across 10 Southeast Asian countries by 2026, with longer-term ambitions to enter the Americas and the Middle East.

* This article, published by Aju Business Daily, was translated by AI and edited by AJP.

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