Genesis BBQ Expands into Africa with Master Franchise Deal in South Africa
- Sarika Sharma
- Nov 12
- 3 min read
Seoul, South Korea — November 12, 2025:In a major step toward expanding the global footprint of Korean cuisine, Genesis BBQ Group, South Korea’s leading chicken franchise, has announced its official entry into the African market through a master franchise (MF) agreement with Good Tree South Africa.
The signing ceremony, held on November 5 at the BBQ Group headquarters in Songpa-gu, Seoul, was attended by Yoon Hong-geun, Chairman of Genesis BBQ Group, and Lee Dong-il, CEO of Good Tree South Africa. This partnership marks Genesis BBQ’s first venture into the African continent and highlights South Africa as the brand’s strategic launchpad for further regional expansion.
Strategic Partnership for South Africa’s Booming Food Market
Under the agreement, Genesis BBQ and Good Tree South Africa will collaborate to introduce Quick Service Restaurant (QSR)-style BBQ Chicken outlets across the country. The rollout will begin in major metropolitan areas including Cape Town, Johannesburg, and Bloemfontein, before expanding to other regions.
Good Tree South Africa, which already operates around 3,000 supermarket brands and manages a Korean food distribution business in the country, will serve as the local operator and development partner. This local expertise is expected to help Genesis BBQ quickly establish brand recognition and operational efficiency in new markets.
South Africa’s restaurant industry presents a significant growth opportunity, driven by its population of 63 million and a median age of just 28. With a rising middle class and an increasing appetite for international cuisine, the country has become one of the most attractive destinations for global food brands seeking to expand across Africa.
Genesis BBQ’s Vision: Making K-Food a Global Phenomenon
Speaking at the signing ceremony, Chairman Yoon Hong-geun emphasized the strategic importance of South Africa as the company’s entry point into the continent:
“South Africa is a strategic bridgehead for our full-scale expansion into Africa,” Yoon said. “It will serve as a core base to accelerate the global reach of K-food. We aim to introduce K-chicken and Korean flavors to African consumers through customized menus and services that reflect local culture and preferences.”
This aligns with Genesis BBQ’s long-term mission to globalize Korean cuisine through franchising. The company has already established a strong international presence with over 500 overseas outlets in markets including the United States, Canada, Japan, the Philippines, and the Middle East.
Bringing K-Chicken to Africa: Local Flavor Meets Korean Excellence
Genesis BBQ plans to combine its signature Korean-style fried chicken recipes with menu innovations tailored for local tastes in South Africa. This localized strategy has been a cornerstone of the brand’s success in previous markets, balancing authentic Korean flavors with regional culinary preferences.
By leveraging its global franchise experience and Good Tree’s extensive retail network, BBQ aims to set a new benchmark for Korean QSR chains in Africa — offering high-quality, affordable food with efficient service.
A New Chapter in Global Franchising
The entry into South Africa reflects a growing trend of Korean food and beverage brands expanding globally, riding on the popularity of K-culture, K-pop, and Korean entertainment. The move also signifies increasing cross-border franchise collaborations between Asian and African companies, as the continent’s urban food market continues to evolve.
With this partnership, Genesis BBQ becomes one of the first major Korean QSR brands to establish a direct presence in Africa — a milestone that could pave the way for more K-food franchises to follow suit.
About Genesis BBQ Group
Founded in 1995, Genesis BBQ Group is one of South Korea’s largest and most successful franchise restaurant companies, best known for its popular BBQ Chicken brand. The group operates thousands of outlets domestically and internationally, with a mission to spread Korean food culture worldwide through innovation, franchise excellence, and a focus on quality and service.
Comments