How did Korean fried chicken evolve from a local tradition into a global phenomenon?

Korean cuisine has seen extraordinary global growth in recent years. In 2024 alone, exports of Korean food (K-Food) reached $13 billion USD. With over 30 Korean restaurant brands expanding globally, including many in the U.S., what do you believe accounts for the sustained appetite for Korean food internationally? Why has the global export of Korean cuisine grown so significantly in the past six years?

The global rise of Korean food isn’t a coincidence, it’s a story of cultural synergy and strategic timing. K-Food’s popularity has grown in parallel with the broader rise of Korean cultural exports like K-dramas, K-pop, and digital content. These channels have sparked global curiosity and opened a gateway to Korean lifestyle and cuisine. In effect, K-Food became more than a meal, it became a cultural experience.

Over the past several years, despite disruptions like COVID-19, we’ve seen steady growth in exports and the number of Korean restaurants globally. For instance, last year alone, restaurant expansion was up by 3%. The pandemic temporarily slowed certain industries, including food service, but it also created new opportunities. With more people cooking at home, the demand for ready-to-cook and processed Korean food soared, especially among younger consumers looking for convenience without sacrificing flavor.

Moreover, K-Food has a distinct appeal. Unlike some export-heavy sectors like instant noodles or snacks, the success of Korean cuisine abroad relies on physical restaurant presence and cultural immersion. Our growth is deeply linked to the "K-content effect"—a phenomenon where audiences who love Korean dramas also become curious about the foods featured in them.

Our government’s support, particularly through free trade agreements (FTAs) and enhancements to distribution networks, has also played a critical role. These efforts have made it easier for Korean sauces, drinks, and ready-to-eat meals to reach global shelves.
Importantly, Korean food brings something unique to the table. Take chicken and beer, or K-BBQ, these aren’t just meals; they’re social experiences. They've been pivotal in creating a welcoming entry point for global consumers. Especially among younger generations, Korean food is seen as exciting, flavorful, and dynamic.

Korean-style fried chicken, in particular, has become a standout ambassador for K-Food globally. As someone who built a chicken empire with Pelicana, how do you see your role in growing global demand for Korean-style chicken?

Korean chicken has evolved into a culinary icon, but it began as a modest concept. When I entered the chicken business in my twenties, chicken culture in Korea was still in its infancy. I was in the U.S. at the time, reflecting on my future. Franchising was taking off, and I saw potential in Korean chicken not just as food, but as culture.

Back then, Korea didn’t have a thriving chicken-and-beer culture. But with the rise of professional baseball and increased family dining, that changed. Chicken became intertwined with entertainment and social gatherings. Today, "chimaek", chicken and beer, is part of Korea’s cultural DNA.
Pelicana grew with this wave, but our vision has always gone beyond just selling chicken. We’ve introduced innovations like unique packaging, signature sauces, and distinctive flavor profiles that make Korean chicken globally appealing. Whether it's spicy yangnyeom chicken or soy-garlic glazes, our recipes carry an unmistakable Korean identity.

However, global expansion isn't just about taste—it's also about consistency. That’s why we often import raw materials from Korea to our overseas factories. Even with the same recipe, ingredients sourced in different countries can vary in quality and flavor. We’ve learned that authenticity travels best when it's managed tightly. That’s why we’re committed to retaining Korean flavor integrity across all our international locations.

Many companies spend heavily on marketing when entering foreign markets. How has Pelicana approached international expansion, especially in countries like the U.S., U.K., Japan, and Thailand?

Interestingly, we’ve taken a somewhat unconventional path. We let the markets come to us.

We’ve never led with aggressive marketing campaigns overseas. Instead, potential partners and franchisees often approach us after conducting their own market analysis. They see the strength of the Pelicana brand, the quality of our product, and the cultural momentum behind K-Food. We offer flexible, low-royalty agreements, which makes us attractive to franchisees in diverse regions like the U.K., Japan, Australia, and Thailand.

The U.S. market followed a similar trajectory. Our discussions with partners revealed something surprising: a stronger response came when the branding leaned into its Korean identity. One executive shared how his attempt to market Korean food using Western-style branding didn’t gain traction. But when they embraced traditional Korean elements—Hangul lettering, cultural design, and authentic flavors—the brand resonated with consumers. This principle holds true for Pelicana. We preserve our core identity and adapt only where necessary.

That brings us to your brand's origin story. Pelicana began as a small chicken shop in Daejeon in 1979. Can you share how the brand was born and evolved into the global business it is today?

The journey started with humble beginnings. In my late 20s, I traveled to the U.S., where I met many first-generation Korean immigrants. It was a period of reflection. I returned to Korea with a simple goal: to open a small chicken shop. I had very limited resources, enough to start, but not enough to experiment.

The first shop was called Donal Chicken. We served fried chicken and burgers. Back then, fast food was just catching on in Korea, and fried chicken had no significant market share. But we tapped into a growing demand and helped shape the Korean fried chicken market from scratch.

Trademark disputes forced us to rebrand, and that’s when Pelicana was born. The name draws inspiration from the pelican, an iconic bird known for storing food in its large beak. It symbolized abundance and generosity, a perfect match for our brand philosophy. We trademarked the logo and opened hundreds of stores across Korea.

It wasn't always easy. We faced financial constraints, market competition, and regulatory hurdles. But we stuck to our mission: delivering high-quality, flavorful chicken. Today, Pelicana is known as one of the foundational forces behind Korea’s chicken culture.
What sets Pelicana apart from other chicken brands, especially as competition increases?

Pelicana is unique in several ways. First, we control our entire supply chain—from farms to processing, seasoning, and distribution. We operate our own R&D facilities and factories, allowing us to oversee quality at every stage. This level of integration is rare in the food industry, and it’s one of our strongest assets.

Second, we believe in supporting our franchisees. Unlike many brands that charge high marketing or royalty fees, we invest in promotions ourselves. For example, when we run celebrity marketing campaigns, we bear most of the cost. This approach ensures that our partners grow sustainably alongside us.
Finally, we’re driven by a long-term mission—not short-term profits. We’re not trying to become the biggest; we’re focused on being the best. That means continually refining our flavors, responding to customer needs, and honoring our brand’s heritage.

Pelicana stores adapt to local cultures—some resemble Korean-style diners, while others look like American sports bars. How do you choose the store format when expanding overseas?

We take a flexible and customer-centric approach. Every country is different, and so are its dining preferences. That’s why we segment our target audiences by age—children, teens, young adults, and adults—and develop products and store formats accordingly.

In some locations, like New York, sports-bar concepts work well. In other markets, fast-casual or takeaway formats perform better. We're currently expanding our menu with Korean dishes like tteokbokki (spicy rice cakes), shrimp tempura, burgers, and wraps to cater to a broader range of tastes.
Ultimately, it's about being locally relevant while staying authentically Korean.

You now operate over 3,000 stores in more than seven countries. What are your goals for the next two to three years?

I’ve never been one to chase vague dreams. I prefer to make data-informed decisions and take things step by step. That said, I’m proud of the progress we’ve made.

Last year, we began expanding to Japan and the United States. In Thailand, we’ve already opened four stores this year, and five more are scheduled—bringing us to nine total by year-end. We also have ongoing developments in Australia and the U.S., including new dine-in and takeaway restaurant formats.

Another area of focus is our signature sauces and seasonings. We’re actively working to distribute them through online platforms in the U.S. and Australia, so customers can recreate the Pelicana experience at home.

At my age, 72, I’m stepping into a support role. I’ve built this company with passion, and now I want to empower the next generation to carry the torch. My children studied abroad for over a decade, one in finance and another in design, and they’re more than capable of taking Pelicana to the next level.

As you pass the baton to the next generation, what legacy or outcome would you like to see?

I don’t make predictions, I focus on effort and impact. My hope is that Pelicana continues to play a pioneering role in the global fast food market, not just in chicken, but as a representative of Korean culinary culture.

I want to see Pelicana help elevate the profile of Korean food around the world. Whether it’s through new flavors, new formats, or new markets, the mission remains the same: to connect people through the taste and soul of Korea.

Find more news about Pelicana at www.pelicanausa.com