South Korea’s leading fried chicken brand BHC Chicken has officially entered the Philippine market with the opening of its first local restaurant at SM North EDSA, marking a milestone partnership between Dining Brands Group, Suyen Corporation, and B.V. Cuisine Inc.
The launch brings one of South Korea’s most successful restaurant brands to Filipino consumers following the signing of the Philippine master franchise agreement in 2025. The collaboration combines BHC Chicken’s globally recognized menu innovation with Suyen Corporation’s extensive experience in building lifestyle and retail brands in the country.
“Our partnership with Dining Brands Group reflects a shared commitment to bringing authentic Korean flavors to Filipino consumers while creating meaningful dining experiences that go beyond food,” said Bryan Lim, Vice President for Business Development of Suyen Corporation, during the grand opening.
Located at the Upper Ground Floor of the City Center in SM North EDSA, the flagship restaurant introduces BHC Chicken’s signature lineup of Korean fried chicken to the local market, led by Bburinkle, the brand’s iconic sweet-and-savory chicken that has surpassed 100 million cumulative servings in South Korea. The Philippine menu also features Matcho King, known for its blend of aged soy sauce and honey, and Hot Bburinkle, celebrated for its exceptionally bold and spicy kick of flavors.
Founded in 1997 as Byeol Hana Chicken, BHC Chicken has grown into Korea’s No. 1 chicken brand, operating approximately 2,230 stores and generating KRW 614.7 billion won as of 2025. Its success has been driven by continuous menu innovation, rigorous quality standards, and a research and development program that introduces new products each year.
The brand’s arrival in the Philippines comes amid the sustained popularity of Korean culture and cuisine among Filipino consumers. Beyond the influence of K-pop and Korean dramas, Korean food has become a fixture in the country’s dining scene, with Korean fried chicken emerging as one of the fastest-growing casual dining categories.
BHC Chicken has likewise accelerated its international expansion in recent years. After opening its first overseas store in Hong Kong in 2018, the company expanded into the United States before signing master franchise agreements in Taiwan, Indonesia, and the Philippines, reinforcing its strategy of strengthening its presence across Asia and North America.
For Suyen Corporation and B.V. Cuisine Inc., the opening represents the beginning of a long-term collaboration with Dining Brands Group to grow BHC Chicken in the Philippine market. For Filipino diners, it offers an opportunity to experience the authentic flavors, product innovation, and culinary heritge that have made BHC Chicken one of South Korea’s most recognized and trusted restaurant brands.
