GEN Korean BBQ Expands Internationally with First South Korean Location
- Achieved 50th location milestone, demonstrating strong growth trajectory
- Strategic expansion into South Korea with plans for three locations
- Entry into international markets signals potential for global growth
- Leveraging cultural authenticity in a competitive market
- None.
Insights
GEN Korean BBQ's expansion to South Korea marks strategic international growth milestone, enhancing brand credibility while maintaining authentic roots.
GEN's international debut in Ilsan, South Korea represents a significant milestone in the company's growth trajectory. This expansion achieves two strategic objectives simultaneously: it opens new revenue streams in international markets while reinforcing brand authenticity by establishing presence in the cuisine's country of origin.
The location selection in Ilsan—a modern area near Seoul with strong dining culture—shows thoughtful market entry strategy. Rather than immediately targeting Seoul's hypercompetitive restaurant scene, GEN has chosen a vibrant suburban area that likely offers lower operating costs while still providing access to a substantial customer base.
Most revealing is the company's commitment to a three-location strategy in South Korea, indicating this isn't merely a symbolic move but part of a deliberate international growth plan. This expansion represents GEN's 50th location overall, demonstrating consistent execution of their growth strategy.
The expansion timing also suggests operational confidence—expanding internationally typically requires substantially greater logistical complexity than domestic growth. Management appears to be leveraging their Korean cultural connections as a competitive advantage, with CEO David Kim specifically noting how this move will "further enhance our domestic locations as we garner even more influence from South Korean culture."
This cultural authenticity strategy provides a compelling narrative that differentiates GEN from competitors in both markets, potentially strengthening their value proposition to consumers who prioritize authenticity in ethnic cuisine concepts.
Milestone Marks GEN’s Entry into Global Market and 50th Location, Signaling Strong Growth and Continued Expansion Momentum
CERRITOS, Calif., June 16, 2025 (GLOBE NEWSWIRE) -- GEN Restaurant Group, Inc. (“GEN” or the “Company”) (Nasdaq: GENK), owner of GEN Korean BBQ, a fast-growing casual dining concept with an extensive menu and signature “grill at your table” experience, today announced the grand opening of its first international location in Ilsan, South Korea.
“We are excited to return to our roots as we expand the GEN brand internationally with our first location in South Korea,” said David Kim, Chairman and CEO of GEN. “This is not only a major milestone for our company but also a meaningful way to honor the cultural heritage that inspired GEN’s creation and further enhance our domestic locations as we garner even more influence from South Korean culture. South Korea is a vibrant and competitive dining market, but there are few offerings that match GEN’s scale and value priced all-you-can eat menu.”
Located about an hour from Seoul, Ilsan blends modern attractions with rich cultural history and draws visitors and residents who enjoy a wide variety of dining experiences from traditional street food to contemporary cuisine. GEN's entry into the market offers diners an international brand that remains rooted in authentic Korean flavors and dining traditions.
The Ilsan restaurant is the first of three planned international locations in South Korea.
The new GEN Korean BBQ in Ilsan, South Korea, is located at Units 201-202, Western Dom 1, 24 Jeongbalsan-ro, Ilsandong-gu, Goyang-si, Gyeonggi-do, South Korea and is open from 11:00 am until 10:00 pm daily.
For more information or to find a GEN Korean BBQ near you, visit:
www.genkoreanbbq.com/locations
About GEN Restaurant Group, Inc.
GEN Korean BBQ is one of the largest Asian casual dining restaurant concepts in the United States. Founded in 2011 by two Korean immigrants in Los Angeles, the brand has now grown to over 40 company-owned locations where guests serve as their own chefs, preparing meals on embedded grills in the center of each table. The extensive menu consists of traditional Korean and Korean-American food, including high-quality meats, poultry, seafood and mixed vegetables. With its unique culinary experience alongside its modern décor and lively atmosphere, GEN Korean BBQ delivers an engaging and interactive dining experience that appeals to a vast segment of the population. For more information, visit GenKoreanBBQ.com and follow the brand on Facebook and Instagram.
Investor Relations Contact:
Cody Slach
Gateway Group, Inc.
1-949-574-3860
GENK@gateway-grp.com
Media Relations Contact:
Zach Kadletz and Jade Bolton
Gateway Group, Inc.
1-949-574-3860
GENK@gateway-grp.com
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