BBQ Sales Jump 34% in Seoul Tourist Districts as Foreign Visitors Boost K-Chicken Demand

As more foreign tourists visit South Korea, demand for Korean-style fried chicken is helping boost sales for major chains.

Genesis BBQ Group, which operates the BBQ chicken franchise, said Tuesday that it posted sales growth in key Seoul commercial districts that draw large numbers of overseas visitors.

The company said cumulative first-quarter sales this year in major areas such as Myeongdong and Hongdae rose 34.4% from a year earlier. By district, Hongdae sales climbed 61.8%, the fastest growth, while Myeongdong sales increased 25.8%. Sales also rose in other tourist-heavy areas including Seongsu, Gangnam and Jamsil.

BBQ said the expansion of larger stores of 30 to 40 pyeong or more in major districts contributed to the increase, and it also cited a recent rise in tourist traffic to Seoul’s main shopping areas.

The Ministry of Culture, Sports and Tourism said 4.76 million foreign visitors entered South Korea in the first quarter, up 23% from the same period last year. In a 2025 global survey on Korean food consumption released by the Ministry of Agriculture, Food and Rural Affairs and the Korean Food Promotion Institute, “Korean-style fried chicken” ranked as the most preferred Korean dish among overseas consumers.

“We will continue to strengthen our space and menu competitiveness, focusing on core districts with strong access to global customers,” a BBQ official said.

BBQ is also expanding overseas. The company operates about 700 stores in 57 countries, including the United States, Europe, China and Southeast Asia. In March, it opened a store in China’s Hunan province as part of a push into inland markets in central China.