bhc pushes K-chicken into Vietnam via master franchise
Amorepacific and Jeju Samdasoo turn to cross-border e-commerce for growth
South Korean consumer brands are accelerating their push overseas, leaning on local partners and global online platforms to reach new customers. Chicken chain BHC is entering Vietnam through a master franchise deal, K-beauty label Mamonde is launching on Amazon in the U.S., and Jeju Samdasoo is preparing a fresh online offensive in China.
bhc, run by Dining Brands Group, signed a master franchise agreement in late April with Hao Open Foods, a Vietnamese F&B company linked to its Singapore partner. Hao Open Foods operates supermarket chains and food outlets across Southeast Asia and has a cold-chain logistics network. Under the deal, BHC plans to expand in Hanoi, Ho Chi Minh City, and Da Nang, aiming to open 50 outlets in Vietnam within 10 years, combining its Korean fried chicken format with localized menus to suit local tastes.
In beauty, Amorepacific is using Amazon instead of building its own retail footprint to deepen its U.S. presence. The group announced that Mamonde will launch exclusively on Amazon Premium Beauty in May, calling the collaboration a key step in its American growth strategy. The line-up will focus on three core collections, led by the Flora Glow Rose range and its Daily Liquid Mask, as well as calming and barrier-strengthening products. Amazon Premium Beauty offers curated placement, richer brand content, and fulfillment support, which Amorepacific says makes it the preferred channel for a digital-first launch aimed at younger U.S. consumers familiar with K-beauty.
Jeju Samdasoo, Korea’s best-known bottled water, is retooling its China strategy. The Jeju Development Corporation partnered with GS Global to push Samdasoo through major Chinese e-commerce platforms such as JD.com, with plans for a dedicated brand store targeting local consumers rather than just Korean expats. The company aims to use the Jeju–Qingdao cargo route to improve logistics efficiency and plans to tie water sales to marketing initiatives that promote Jeju’s image and tourism. Management signaled that online channels, where Samdasoo’s domestic sales are catching up with offline, will be central to global expansion.
Together, these moves show Korean brands shifting from opportunistic exports to more structured overseas strategies built around master franchises and global marketplaces. Food players like BHC are relying on regional partners with logistics and retail networks, while beauty and beverage brands are plugging into Amazon and China’s e-commerce giants to reach scale quickly. For global investors and industry watchers, the next phase of “K-brand” growth is likely to depend less on pop culture visibility and more on execution in partnerships, cross-border logistics, and digital channel management.
By Min Byung-kwun, Kim Sang-rok
kdf＠kdfnews.com
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