Inside Bonchon: Korean Fried Chicken Extraordinaire

The way I look at it, the world is just one giant plate. One that, in the wake of the latest Hallyu wave, is increasingly piled high with Korean cuisine. My own neighborhood is one of many reaping the delicious benefits of new Korean and fusion restaurants, but one in particular is leaving a trail of delighted eaters urging their friends, family, and neighbors to try the "best fried chicken" in town.

Sharing Korean Culture, One Wing at a Time

That restaurant is Bonchon, where the Korean fried chicken obsession only continues to grow with no signs of slowing anytime soon. We caught up with Bonchon's Marketing Associate, Victor Chang, to find out more about this fine casual dining chain that's turning the world into Korean fried chicken believers.

"Our mission is to share our culture with as many different countries and people as possible. It goes back to the idea of 'My Hometown,' which is the idea of going to new places and carrying with us our local food and heritage, an experience anyone can relate to," Victor said. "It has become a lot more of a personal mission for our American team, as most of us are first and second gen-Americans and just now experiencing the influx of international culture in Western life, something we ourselves did not grow up with or even expect to ever see. So in a way, it is not just about spreading Bonchon, but culture as a whole."

From Busan to the World

Bonchon first came to life in Busan in 2002. Founder Jinduk Seo, with a twenty year career in the restaurant industry, set his sights on expanding Korean fried chicken beyond Korea's borders. Specifically, he wanted to sidestep an already oversaturated market and introduce a hometown favorite to new cultural borders. In 2006, Bonchon's first international location opened in Fort Lee, New Jersey, and was met with success. This led Seo to open up even more locations in countries like Singapore, Thailand, Cambodia, Kuwait, Bahrain, UAE, Myanmar, and the Philippines, with Vietnam and Bangladesh coming soon, laying the groundwork for the global chain it is known as today.

"The original concept for expansion was: avoid domestic competition in South Korea and an oversaturated market for fried chicken restaurants. The model is now the same but driven more by foreign entrepreneurs who see Bonchon as a unique product that can become very popular in their home countries, without much competition."

Localizing Without Losing the Heritage

"In America, that means adding our own twist to traditionally American side dishes, like kimchi coleslaw or popcorn shrimp with spicy Sriracha mayo," Victor revealed. "Whenever we are newcomers in a different country, we do our best to accommodate cultural tastes and tailor the intricacies of local tastes to be part of the Bonchon food standard. But the core heritage of Korean fried chicken always remains the same."

The Real Star: The Chicken

At this point in the conversation, there was nowhere else to turn but to the true star of Bonchon's menu: the signature Korean fried chicken.

"I encourage anyone who hasn't tried Bonchon to give our fried chicken a taste. It is truly a unique experience, and we try our absolute hardest to make sure our chicken's quality and taste is one of the best you have ever had," Victor said. "That being said, we also appreciate when customers order some of our traditional Korean dishes. It shows that Korean food is properly integrating into American culture."

Bonchon is also working hard to adapt to the on-the-go trend by developing a mobile app for faster deliveries as well as an express type model for malls, food courts, and busy office districts.

With a horizon full of even more success (and fried chicken), Bonchon is one to watch as Korean cuisine continues to make its way into the world's heart and plate.

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