Central Restaurants Group Co., Ltd. (CRG), one of Thailand’s leading restaurant operators, continues to expand its portfolio with the acquisition of the master franchise rights for “Hanam BBQ,” a premium Korean BBQ brand from South Korea. The move underscores CRG’s strategy to invest in high-growth segments and respond to the rising demand among Thai consumers for authentic Korean cuisine and BBQ experiences.

The Thai restaurant market is projected to reach approximately 572 billion baht by 2025. Within this market, the BBQ segment covering Thai, Chinese, and Japanese cuisines, is valued at around 12 billion baht. Meanwhile, the Korean food segment is valued at no less than 5 billion baht and is growing at an average annual rate of 5–7%, presenting a significant business opportunity despite intensifying competition from numerous brands.

Mr. Nath Vongphanich, President of CRG, stated, “CRG views the Korean food and BBQ market as a high-potential segment, both in terms of market size and consumer behaviour, as consumers continue to embrace new dining experiences. Investing in Hanam BBQ strengthens CRG’s Korean BBQ portfolio, making it more comprehensive and well-positioned for future growth.”

Hanam BBQ, widely known in South Korea as Hanam Pig, is a leading Korean BBQ brand with strong recognition in its home market. The brand enjoys a modern, distinctive image among consumers and has been prominently featured in numerous Korean dramas, reinforcing its reputation as an authentic Korean BBQ experience and enhancing its international visibility. Currently, Hanam Pig operates nearly 200 outlets across South Korea and has expanded its franchise footprint to several countries, including Malaysia, Japan, Indonesia, Vietnam, and Laos, with further expansion underway in the United States.

Beyond the brand’s strength, the continued global influence of Korean culture across content, entertainment, and lifestyle has been a key driver behind the sustained popularity of Korean cuisine in Thailand. Today’s consumers look for not only great taste, but also distinctive experiences and authentic dining concepts. Hanam BBQ meets these expectations through its signature stone grilling method, premium ingredients, and international standards of restaurant management. CRG is confident that the brand will receive a strong and positive long-term response from the Thai market,” Mr. Nath added.

Under its business plan, Hanam BBQ is set to open its first branch in Thailand in mid-2026. The brand plans to expand at an average pace of two to three outlets per year, targeting approximately 10 branches within the next three to five years. This expansion is expected to generate brand value within CRG’s portfolio in excess of 300 million baht.

This investment in Hanam BBQ represents another key step for CRG in expanding its portfolio into high-growth segments, reinforcing the company’s vision of being a leading restaurant operator that introduces international brands to drive sustainable growth in the Thai market.