Korea’s powerhouse BHC Chicken is here!

In a landmark two-day event, Korean fried chicken powerhouse BHC Chicken officially entered the Philippine market through a franchise agreement between Dining Brands Group and Suyen Corporation, and a strategic location rollout commitment with SM Supermalls.

The ceremonial signings were held on July 21 and 22, marking the start of what is projected to be a significant new player in the country’s competitive food and beverage scene.

A new chapter in culinary collaboration

Held at the Trophy Room of the Bench Tower in Bonifacio Global City, the first of the two ceremonies on July 21 formalized the franchise agreement between Dining Brands Group, the master license holder of BHC Chicken, and Suyen Corporation, the retail conglomerate behind the globally recognized Bench brand. The signing was led by David Song, CEO of Dining Brands Group, and Bryan Lim, vice president for business development of Suyen Corporation.

“The Philippines has always been close to our hearts because of its dynamic food culture and deep appreciation for Korean cuisine,” said Song. “Partnering with Suyen Corporation gives us confidence —not just in the strength of the brand launch, but in creating a sustainable business footprint built on local insights and a long-term vision.”

Suyen Corporation, with its proven track record in fashion, lifestyle, and food and beverage ventures, is steering BHC Chicken’s introduction into the Philippine market under its newly formed food business arm.

“We’re thrilled to bring BHC’s global culinary standard to Filipino tables,” said Lim. “This partnership leverages our retail experience and Dining Brands’ proven food and beverage expertise, creating a platform that is primed for growth and authentic to both brands.”

Expanding with SM Supermalls: 10 branches in two years

On July 22, the second part of the signing took place at the SM Supermalls headquarters at the Mall of Asia Complex, where BHC Chicken, Dining Brands Group, and Suyen Corporation formalized their partnership with SM Supermalls to roll out BHC Chicken locations across the country. The initial plan includes the opening of 10 branches in the next two years, starting with flagship locations at SM Mall of Asia, SM Megamall, and SM North EDSA.

“As we welcome BHC Chicken to our family of global food and beverage tenants, we’re excited to offer a world-class dining experience to millions of mall-goers across the country,” said Steven Tan, president of SM Supermalls. “This partnership is a testament to how SM continues to be the platform of choice for high-growth international brands entering the Philippine market.”

The collaboration with SM Supermalls not only ensures nationwide reach, but also aligns with the mall operator’s strategy of curating globally relevant retail and dining experiences for its customers.

Building a global-local synergy

BHC Chicken is known for its high-quality, science-based menu offerings and wide brand recognition in South Korea. Backed by Dining Brands Group, its expansion strategy now spans North America, Southeast Asia, and the Middle East. The brand’s Philippine launch reflects its commitment to bringing Korea’s dynamic food culture to key global markets.

“Every market we enter is approached with intention, and the Philippines stands out for its energetic consumer base and rapidly growing appetite for premium Korean food,” added Song. “We are proud to do this with partners who understand scale, culture, and quality.”

The two-day ceremony was attended by top executives from the three companies, including Virgilio Lim, president of Suyen Corporation; Bryan Lim, vice president for business development of Suyen Corporation; David Song, CEO of Dining Brands Group; Hwayeon Nam, executive managing director of Dining Brands Group; Steven Tan, president of SM Supermalls; and other key leadership from SM Supermalls.

This multi-tiered partnership marks a unique synergy of international brand strength, local market mastery, and premier retail infrastructure — ensuring a launch that is both strategic and impactful.