Genesis BBQ Group is accelerating its expansion into the Chinese market. On June 23, BBQ announced the opening of its first outlet in Chengdu, Sichuan Province, called the 'BBQ Village Chengdu Dongjiaojiyi Branch.'
Chengdu, home to over 21.47 million people, stands out as a pivotal city in Western China. It is one of the super cities recognized by the Chinese government, alongside Beijing, Shanghai, and Chongqing, boasting significant economic growth potential. Known as a UNESCO-designated 'City of Gastronomy,' Chengdu offers BBQ not just a foothold in the overseas market, but also an opportunity to bolster the global status of Korean cuisine.
The debut Chengdu location is situated in 'Dongjiao Jiyi,' an area that has transformed from its industrial roots into a modern complex blending art, culture, and consumption. This hotspot attracts local millennials and tourists alike, making it an ideal venue for BBQ to capture the attention of the younger demographic. Spanning approximately 160 square meters, the new store aims to expand brand recognition among this trend-conscious audience.
The Chengdu outlet serves BBQ’s signature dishes including Golden Olive Chicken, Yangnyeom Chicken, and Soy Garlic Chicken. Additionally, the menu expands to offer a variety of Western dishes such as salads, pizzas, and burgers, alongside Korean specialties like Jjimdak and Tteokbokki, providing local customers with a comprehensive taste of Korean cuisine and culture.
Prior to this opening, BBQ established a strategic push into the Chinese market by entering master franchise agreements in May with local companies across eight key Chinese cities, including Beijing and Qingdao, setting the stage for further expansion in the region.
