K-Restaurant’s advance into Malaysia’s halal market ‘proceeds’
The Ministry of Agriculture, Food and Rural Affairs (Minister Song Mi-ryeong) and the Korea Agro-Fisheries and Food Trade Corporation (CEO Kim Chun-jin) participated as the Korean pavilion at the ‘2024 Malaysia Franchise Expo (FIM2024)’ held in Kuala Lumpur, Malaysia from May 30 to June 1 and won USD 21.48 million. Export consultation was successful.
The ‘Malaysia Franchise Expo’, which celebrated its 31st anniversary this year, is the largest franchise expo in Southeast Asia. This year, various international conferences such as the World Franchise Council (WFC) and Asia Pacific Franchise Federation (APFC) meetings and franchise awards are held together, making it even more popular. It was held as a meaningful event.
In line with this, 130 restaurant franchise companies from 15 countries around the world, including Asian countries such as Singapore, Indonesia, and Hong Kong, as well as the United States, the United Kingdom, and Australia, gathered at this expo to enter the Malaysian market, which is considered a bridgehead for the halal restaurant market.
The corporation participated in this expo for three consecutive years to expand its entry into the Malaysian restaurant market and promote the K-restaurant brand, and began targeting local consumers with a focus on popular restaurant menus and brands such as K-chicken, barbecue, and snacks, which are highly popular among locals. In particular, active on-site market testing using an open shared kitchen and promotion of a restaurant brand with a story along with a professional MC captured the attention and appetite of visitors.
A local buyer who signed an MOU with the C Chicken brand said, “I was most impressed by the unique sauce and differentiated menu composition that cannot be found in the Malaysian market.” He added, “I am satisfied with the terms of the master franchise agreement, so we will open our first store as soon as possible.” He was confident of the success of K-Eating Out.
In addition, an official from a domestic restaurant company who participated in the expo for the first time said, “I am satisfied that I have received a very important opportunity to enter the overseas market for the first time beyond the highly competitive domestic restaurant market, and I will continue to contact leading buyers” and expressed their strong will to advance overseas. reported.
Kwon Oh-yeop, director of export food, said, “Malaysia is a country where it is very important not only to export our agricultural and marine products, but also to expand the presence of domestic restaurant companies based on the Korean Wave craze,” and added, “We provide customized support so that various domestic restaurant brands can enter the halal market and increase the number of franchises.” “I will not spare any effort,” he said.
Editor Hye-min Moon
