South Korean fried chicken brand Bhc has opened its first store in the Philippines, tailoring its menu to local tastes, according to a report from The Korea Times.
The store represents Bhc's first entry into the Philippine market as part of its broader international expansion. The brand, known for its Korean-style fried chicken, now faces a competitive quick-service restaurant environment in the Philippines, where both local and international chains are established. Adjusting the menu is intended to appeal to Filipino palates, which typically favor sweet, savory, and spicy flavors.
Bhc's move underscores a wider trend of Korean food franchises expanding across Southeast Asia. The Philippine fried chicken segment remains a high-demand market, making it an attractive destination for international brands. Through its localized menu and first physical store, Bhc is positioning itself to compete for a share of this growing market.