TikTok Post Surpasses 40,000 Likes as bhc Chicken Opens Its First Store in Vietnam

[Financial News] bhc Chicken has opened its first store in Ho Chi Minh City, Vietnam, as it begins targeting the local market.
According to industry sources on the 15th, bhc Chicken, the chicken brand operated by Dining Brands Group, opened its first store in Ho Chi Minh City, Vietnam, on the 12th.
Vietnam is the 10th overseas market entered by bhc Chicken. The first store is located at Vincom Plaza Phan Van Tri, a mid- to large-sized shopping complex in Ho Chi Minh City’s Go Vap District. The surrounding commercial area has a high proportion of local customers, including university students and families, making it suitable for expanding brand awareness.
The new store covers 161.98 square meters, or approximately 49 pyeong, and has 74 seats. Given the characteristics of a shopping mall location, where customers typically do not stay for long, it operates as a limited-service restaurant (LSR) designed to improve ordering and in-store efficiency.
The menu actively reflects local food culture. Customers can choose bhc Chicken’s signature offerings, including Bburinkle and Matchoking, in various cuts such as drumsticks, wings, and boneless chicken. White rice is also available for local consumers who commonly eat chicken with rice. The store additionally offers K-food dishes such as tteokbokki, rabokki, and kimchi fried rice.
Local reactions have been positive even before the opening. The official local TikTok account launched ahead of the first store’s opening surpassed 7,000 followers and 40,000 cumulative likes in about one month.
Nam Hwa-yeon, head of Dining Brands Group’s overseas business division, said, "Vietnam is a country with strong interest in Korean food alongside K-content, so positive reactions have continued, particularly on social media, even before the store opened. Starting with our first store, we will closely monitor local consumers’ preferences and responses and further expand our position as a global brand."


[email protected] Park Kyung-ho Reporter