BANGKOK — Pelicana, the South Korean fried chicken powerhouse with over 3,000 global locations, has launched its first Thai outlet in Bangkok’s Siam Square, marking a significant entry into Thailand’s competitive fast-food market.
The company, through its exclusive Thai licensee Pelicana Thailand Co., Ltd., has unveiled ambitious expansion plans targeting 35 branches within three years. CEO Attawut Nithikobkul projects revenue of THB 100 million in the first year, scaling to THB 500 million by 2027, aiming to capture 2.5% of Thailand’s THB 30 billion fried chicken market.
“As one of Korea’s original fried chicken brands with a 40-year legacy, we’re bringing authentic Korean flavors to Thai consumers,” said Nithikobkul. The inaugural branch at Siam Scape primarily targets students, while future locations will be customized for different demographics, including office workers, with some branches offering alcoholic beverages.
Pelicana Thailand’s COO Arada Nithikobkul highlighted the brand’s market adaptation strategy, introducing Thailand-exclusive items such as a Korean fried chicken rice bowl priced at THB 139. The menu features ten authentic Korean flavors, with prices starting from THB 99, using ingredients imported directly from Korea.
The company’s marketing strategy, led by CMO Atit Pantaset, focuses on Gen Y and Gen Z consumers, along with high-spending Asian tourists. Digital delivery partnerships with Grab, Lineman, and Robinhood are already in place, with plans to expand through cloud kitchens.
Marcus Lee, representing Pelicana Korea, expressed optimism about the Thai market despite its competitive landscape. “Thailand’s robust food service sector presents significant opportunities,” Lee stated, emphasizing the parent company’s full support for the Thai operation’s success.
The brand maintains quality through strict protocols, including 24-hour marination and daily oil replacement. Signature dishes include various Korean-style fried chicken flavors such as Honey Sauce, Smoky Hot, and Gangjeong, complemented by traditional Korean sides like kimchi soup and tteokbokki.
This expansion comes as Thailand’s fried chicken sector continues to grow at an annual rate of 8%, signaling strong market potential for international brands entering the space.
_____________
