DBKorea, led by CEO Baek Jong-won, has opened its first Korean-style Chinese restaurant, 'Hong Kong Banjum,' in Ulaanbaatar, the capital of Mongolia.
On May 9, DBKorea announced the opening of the first Hong Kong Banjum location in Mongolia. This marks the company's second brand expansion in the country, following the launch of Saemaul Restaurant in 2023, which currently operates five locations in Mongolia.
DBKorea chose to expand with Hong Kong Banjum due to the growing demand for Korean-style Chinese dishes, such as jajangmyeon and jjamppong, in the local market. Ulaanbaatar, home to over 2.5 million of Mongolia's approximately 3.5 million residents, is the largest consumer market in the country, with increasing interest in Korean food culture fueled by the popularity of Korean content and OTT platforms.
The first Hong Kong Banjum location has received a warm reception since its opening. Following the initial rush of customers on May 9, the restaurant temporarily limited operations due to the overwhelming demand. By the next day, sales had nearly doubled compared to the opening day. Local media outlets also visited the restaurant for coverage, highlighting Hong Kong Banjum as Mongolia's first Korean-style Chinese food franchise.
DBKorea is planning to open a second Hong Kong Banjum location in the Ayud Tower, where the fifth Saemaul Restaurant is located, aiming for a launch in the second half of this year.
As of the end of March, DBKorea operates a total of 154 stores across seven brands, including its flagship, Hong Kong Banjum, Saemaul Restaurant, Baekdabang, and Hanshin Pocha, in 13 countries. The company plans to expand its international presence, starting with the opening of its first Baekdabang location in Japan later this year.
A DBKorea representative stated, "As global interest in Korean cuisine grows, requests for localization of various Korean-style menus are increasing in different countries. We will continue our global expansion by reflecting the characteristics of each market and consumer trends based on our multi-brand operational expertise."
Meanwhile, the trend of South Korean food companies expanding overseas is gaining momentum. According to a survey conducted by the Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation (aT), out of 4,156 surveyed companies, 122 have ventured abroad, with a total of 139 overseas brands and 4,644 stores across 56 countries.
* This article has been translated by AI.
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