Korean chicken brands go out on master franchise: bhc opens Vietnam with a Singapore-based partner
bhc opened its first Vietnamese store on 12 September 2026 under a master franchise deal with Singapore-headquartered Hao Open Foods, targeting 50 stores in ten years. The brand runs 2,300+ stores globally and 51 across 10 countries outside Korea.
What happened
bhc, the Korean fried chicken chain operated by Dining Brands Group, opened its first Vietnamese store on 12 September 2026 at Vincom Plaza Phan Van Tri in Ho Chi Minh City. Seoul Economic Daily reported on 15 September 2026 that the store spans 162 square metres with 74 seats across 37 tables, and that Vietnam joins a network of 51 stores in 10 countries outside South Korea, including Hong Kong, Taiwan, Singapore, the United States and Canada.
Tuoi Tre reported on 8 May 2026 that the market entry runs through a master franchise agreement with Hao Open Foods, headquartered in Singapore, with a target of 50 stores over ten years across Hanoi, Ho Chi Minh City and Da Nang. bhc operates more than 2,300 stores globally. Chief executive Song Ho Seop said the plan is to expand steadily by drawing on the local partner distribution network and operating capability.
The store also localised its menu: chicken sold by individual cuts rather than whole servings, and steamed white rice offered as a standalone item.
Why the structure is the story
Fifty-one overseas stores against more than 2,300 at home says something plain: bhc has barely begun internationally. Choosing a master franchise for Vietnam rather than direct operation shifts capital, site selection and supply chain onto the partner, and converts the brand growth into royalty income rather than store profit.
The Singapore base of the master franchisee is worth noting. Regional holding structures let a partner hold rights across several markets, raise capital more easily and standardise legal terms. For franchisors that reduces the cost of managing many separate country deals.
The menu changes matter more than they look. Portioning by piece and adding rice are concessions to how Vietnamese customers actually order. A master franchisee that can win those arguments early is worth more than one that only signs quickly.
Figures to keep
- First Vietnam store: 12 September 2026, Ho Chi Minh City, 162 sqm, 74 seats
- Structure: master franchise with Hao Open Foods, Singapore-headquartered
- Target: 50 stores in ten years
- Scale: 2,300+ stores globally; 51 stores in 10 countries outside Korea
Compiled from public sources for information only, not investment advice.