BBQ, 동남아·중앙아시아·남미로 영토 확장…‘K치킨 벨트’ 넓힌다

BBQ's strategic diversification from US and China markets into Southeast Asia, Central Asia, and South America demonstrates how Korean food brands are systematically building global franchising networks in high-growth emerging regions. This expansion reflects Korea's broader cultural and commercial soft power strategy, where proven F&B brands leverage franchising to establish footholds in untapped markets with strong purchasing power. The shift toward geographic diversification beyond traditional markets reduces dependency on mature markets and positions K-food for sustained international growth.