[Edaily Reporter kim mi-kyung ] Kyochon Chicken, a South Korean fried chicken franchise, is accelerating its expansion into the global market by opening a new store in Wuxi, Jiangsu Province, China. The company’s strategy is to expand its brand presence in China by adding localized menu items to its signature offerings—such as soy sauce, red sauce, and honey—and targeting tourists and young consumers.

KYOCHON FOOD&BEVERAGE(339770)announced on the 2nd that it had officially opened the “Kyochon Chicken Wuxi, China” location in a shopping mall near Taihu Lake, a major tourist attraction in Wuxi, Jiangsu Province, China. Wuxi is a famous tourist city home to Taihu Lake, one of China’s three largest freshwater lakes. As it is accessible from Shanghai via high-speed rail in under an hour, it is considered a key travel destination often visited in conjunction with Shanghai.

The Wuxi branch is located within a shopping mall with high foot traffic and spans approximately 79 square meters (24 pyeong). Kyochon’s strategy is to actively leverage this prime location to expand its reach among local consumers and tourists and to increase brand awareness in the region.

The menu centers on Gyochon’s three signature flavors—soy sauce, red, and honey—developed over 35 years. Additionally, items such as fried chicken and chicken skewers have been added to cater to local consumer tastes and dining trends. The plan is to meet local demand while maintaining the brand’s unique taste and quality.

The store’s interior also features a “History Wall” that showcases Kyochon’s brand history. The company stated that the wall visually depicts the brand’s journey—from its humble beginnings in a small store in 1991 to its current presence of over 1,400 locations worldwide—as well as its unique cooking method of brushing sauce onto the chicken with a brush. The purpose is to introduce the brand’s history and culinary philosophy to local customers.

Starting with the Wuxi location, Kyochon plans to expand its presence in major Chinese cities. Following the opening of its first Shenzhen location last February, the company is also preparing to open a second location in Shenzhen. A representative from KYOCHON FOOD&BEVERAGE stated, “Wuxi is a city where tourism resources and economic vitality coexist, making it an ideal location to promote KYOCHON’s brand philosophy and flavors,” adding, “We will strengthen KYOCHON’s unique flavors and localization strategies to provide Chinese customers with a distinctive dining experience.”

Meanwhile, Kyochon is actively expanding its overseas operations in major countries around the world—including the United States, China, Malaysia, Indonesia, Taiwan, and the United Arab Emirates (UAE)—thereby elevating the status of “K-chicken.”