Genesis BBQ Group, Korea’s largest fried chicken franchise and a leading global K-Food brand, announced on November 12 that it has officially entered the African market through a Master Franchise (MF) agreement with a South African company. This marks BBQ’s first step toward expanding beyond North and Central America into the African continent.
The signing ceremony was held at BBQ’s headquarters in Korea, where the company signed a master franchise agreement with Good Tree South Africa, a local enterprise engaged in Korean food distribution. Key figures, including Yoon Hong-geun, Chairman of Genesis BBQ Group, and Lee Dong-il, CEO of Good Tree South Africa, attended the event to commemorate the new global partnership.
South Africa, with a population of 63.02 million and a median age of 28, boasts strong growth potential in the food service industry. According to the South African Poultry Association’s 2024 Poultry Industry Stats Summary, annual chicken consumption per person reaches approximately 36 kilograms, accounting for over half of all meat consumption. This reflects a well-developed chicken-centered food culture.
For comparison, the Korea Rural Economic Institute (KREI) reported in its “Agricultural Outlook 2025” that Korea’s per capita chicken consumption in 2024 was 15.2 chickens per year.
Under the agreement, BBQ and Good Tree South Africa will introduce Quick Service Restaurant (QSR)-style stores across South Africa. The two companies plan to expand into major cities such as Cape Town, Johannesburg, and Bloemfontein, strengthening BBQ’s position as a global K-Food leader on the African continent.
