[Edaily Reporter KYUNG GYEYOUNG ] #Saemaul Restaurant, operated by The BORN Korea, is expanding into global markets such as the U.S., Thailand, and Mongolia, establishing itself as a K-food brand.

According to Saemaul Restaurant on the 21st, the Saemaul Restaurant location in Carrollton, Texas, saw its average monthly sales as of the end of last month increase by about 70% compared to 2023, its first year of operation. Sales also rose by 38% compared to last year.

In the U.S., Korean-style barbecue culture—from the service where customers or staff grill meat at the table to the variety of side dishes and meals—is gaining attention as a new trend in the local dining market. A video by a South Korean YouTuber traveling through North and South America, who visited a Saemaul Restaurant in the U.S. to showcase the restaurant’s atmosphere, garnered over 500,000 views and attracted significant interest.

In Thailand, Saemaul Restaurant locations recorded an average monthly sales figure of 100 million won per store (as of 2025). The number of locations also expanded by two, from 14 at the end of last year to 16 by the end of the first half of this year. The BORN Korea considers this achievement particularly significant given that it came amid a slowdown in the growth of both foreign tourist numbers and sales in Thailand’s food and beverage sector.

The BORN Korea is exploring ways to apply its localization experience and operational know-how to Saemaul Restaurant locations in Korea. The company’s strategy is to open new locations—including in the Gangnam Station area of Seoul—to provide a distinctive K-BBQ experience that satisfies both foreign tourists visiting Korea and domestic consumers.

A representative from The BORN Korea stated, “Saemaul Restaurant is establishing itself as a go-to K-BBQ brand for everyday dining,” adding, “Going forward, we plan to carefully evaluate opening new domestic Saemaul Restaurant locations that will strengthen our global business competitiveness while providing a distinctive dining experience for both foreign tourists visiting Korea and domestic consumers.”