S.Korean fried chicken chain prepares to enter Vietnamese market

Dining Brands Group, the parent company of BHC, announced on Friday that it has signed a deal with Singapore-based Hao Open Foods to begin expansion into Vietnam.

The company plans to establish its presence across major cities including Hanoi, Ho Chi Minh City, and Da Nang, with a long-term goal of opening around 50 outlets within the next decade.

BHC Chicken is among South Korea’s most popular fried chicken brands, operating more than 2,300 stores globally.

Dining Brands Group said Vietnam represents a highly attractive market due to its rapid consumer growth and strong demand for Korean cuisine, especially among younger consumers.

“Leveraging our local partner’s distribution network and operational expertise, we plan to steadily grow the store network and establish the brand in the market," Korea Herald newspaper reported, citing Dining Brands Group CEO Song Ho-seop.

While expanding, BHC also plans to adjust its menu to suit local tastes while keeping its flagship products such as its Bburinkle and Matcho King chicken.

Vietnam’s fast-food market is already highly competitive, particularly in the fried chicken segment.

International South Korean-style chicken brands such as Bonchon, Don Chicken, and Papa’s Chicken are already operating in the country, alongside local businesses that have adapted South Korean-inspired flavors like spicy cheese-coated chicken and cheese-dusted fried chicken.

According to a 2026 food service and consumer trends report by Insight Asia, fried chicken is the most popular fast-food choice in Vietnam, with 82 percent of the consumers surveyed saying they chose chicken-based dishes in their most recent fast-food purchase.