South Korean fried chicken franchise Goobne Chicken has landed in Malaysia to test the Muslim appetite for Korea’s signature chicken menu.

The Korean chicken brand said Wednesday it opened its first Malaysian store in MyTown Shopping Center, a large shopping complex in downtown Kuala Lumpur. MyTown is one of the city’s largest shopping malls, housing over 400 retail and dining options. It is also home to Malaysia’s largest IKEA outlet and is connected to the MRT metro line.

The store, located on the fourth floor, is in a prime location next to a movie theater. The 115-square-meter area is able to seat 64 people, according to the company.

Goobne said it has entered the market under a franchise agreement, granting the business rights to a Malaysian franchisee in exchange for royalty fees.

Malaysia is one of the most enthusiastic markets of K-pop culture. The Muslim country is also a big consumer of chicken as its religion forbids pork.

“Our employees in overseas management, product development and marketing departments have performed a thorough market study for the Malaysian entry,” said a Goobne official. “We plan to win over Malaysian consumers with our locally-tailored menu and marketing campaign.”

Goobne operates 12 outlets overseas, including Hong Kong, Macao, Japan and Indonesia. In November, it plans to expand its presence in Southeast Asia by launching its first Vietnamese branch in Ho Chi Minh City.

By Lee Duk-joo and Kim Hyo-jin

[ⓒ Pulse by Maeil Business Newspaper & mk.co.kr, All rights reserved]