Not sold in Korea, these Bhc menu items become local favorites abroad

Fans of Bhc, a Korean fried chicken franchise, may think that its signature menu items sold here reflect the brand entirely. But beyond customer-favorites such as Kwassak King, Bburinkle and Soy Garlic King, there are menu items that, while unbeknownst to Korean consumers, are now thriving in the company’s global markets. How did these menu options end up being more popular outside Korea when the company’s primary goal is to make them a hit at home? Lee Seok-dong, a menu development team leader at Bhc operator Dining Brands Group, pointed to cultural differences. Bhc first introduced Mala Khan here in 2019, a spicy fried chicken soaked in malatang and spices used in Chinese hot pots. However, its appeal in the Korean market was short-lived. Instead, it opened the eyes of consumers in Malaysia and other Southeast Asian markets, where spices with a strong tang are common ingredients. Mala Khan remains one of the brand’s signature offerings in the region. “Mala Khan failed to become a regular menu item here,” Lee told The Korea Times in an interview at the company’s menu develo

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