Genesis BBQ Chicken, one of South Korea’s largest and most recognized fried chicken brands, has officially signed an agreement to open its first restaurant in South Africa, marking the beginning of its ambitious expansion across the African continent.
Master Franchise Agreement with Good Tree South Africa
The company confirmed that it has entered into a master franchise agreement with Good Tree South Africa, a local distributor of Korean food products. Under the deal, Good Tree will operate Genesis BBQ Chicken outlets in South Africa and pay royalties to the Korean parent company.
The agreement was finalized on 5 November 2025 at Genesis BBQ’s headquarters in Seoul, with Chairman Yoon Hong-geun and Good Tree South Africa CEO Lee Dong-il in attendance.
Yoon added:
South Africa is our strategic cornerstone for expanding into the African market and promoting K-food globally. We’ll introduce new localized menu items and spread Korean food culture centered on K-chicken.
Why South Africa? A Market Ripe for Growth
Good Tree South Africa plans to launch the first Genesis BBQ Chicken restaurants in major cities including Cape Town, Johannesburg, and Bloemfontein. The company cited South Africa’s young population, strong urbanization trends, and high chicken consumption as key factors driving the decision.
With a population of over 63 million and a median age of 28, South Africa offers significant growth potential for quick-service restaurants. According to the South African Poultry Association’s 2024 report, the average South African consumes 36 kilograms of chicken per year—more than half of all meat eaten in the country. This figure far exceeds the global average of 14.6 kilograms and even Korea’s 16.2 kilograms per person annually.
Chicken also dominates South Africa’s fast-food market. Research by Cape Town-based consultancy Eighty20 shows that KFC is the country’s leading fast-food brand, followed by Chicken Licken, Debonairs Pizza, and McDonald’s. Chicken, burgers, and pizza account for roughly two-thirds of all fast-food spending, with chicken taking the largest share.
Genesis BBQ: A Global Fried Chicken Powerhouse
Founded in Seoul in 1995, Genesis BBQ has grown into one of South Korea’s biggest restaurant franchises. The name “BBQ” stands for “Best of the Best Quality”, and the brand is renowned for its crispy fried chicken cooked in olive oil, which it claims makes the food healthier.
The company’s growth trajectory has been remarkable:
- By 1999, Genesis BBQ had opened its 1,000th store in Korea and launched Chicken University in Seoul—a dedicated training facility for staff and franchise owners.
- International expansion began in 2003 with its first outlet in China, followed by Spain (2004) and later the United States, Japan, and Australia (2006).
- Today, Genesis BBQ operates around 2,400 restaurants in South Korea and over 700 locations in 57 countries, including 250 outlets in the U.S. and 100 in Canada.
In 2007, the company received a Medal of Honor from King Carlos III of Spain for promoting Spanish olive oil, a key ingredient in its signature fried chicken.
Chairman Yoon reaffirmed the company’s global ambitions:
We are continuously creating history through challenge and innovation. Our goal is to establish 50,000 restaurants worldwide by 2025 and become the world’s largest franchise group.
Genesis BBQ believes its unique Korean flavors, commitment to quality, and health-conscious approach will help it stand out in South Africa’s competitive fast-food market.
Genesis BBQ Chicken
