Korea launches ‘K-Chicken Belt’ to boost tourism

Customers wait in line outside Tosokchon samgyetang restaurant in Seoul in this July 2025 photo. Newsis.

The government on Thursday unveiled a plan to boost tourism by promoting Korea’s most popular chicken dishes and standout restaurants nationwide.

The Ministry of Agriculture, Food and Rural Affairs has launched the “K-Chicken Belt” initiative, aimed at identifying high-quality local chicken restaurants and showcasing them on a curated map for international tourists.

The move comes as chicken has emerged as one of the most popular Korean foods globally. According to a joint report released last month by the ministry and the Korea Agro-Fisheries & Food Trade Corp., major Korean chicken brands accounted for the largest share of global expansion by the country’s food and beverage companies over the past five years, coming in at 39 percent. Genesis BBQ and Bonchon International came in as leading players in overseas markets.

To build on this momentum, the government has begun developing the K-Chicken Belt map. The project goes beyond fried chicken — the most widely recognized variety — to include a diverse range of Korean chicken dishes such as samgyetang (ginseng chicken soup), dakgangjeong (sweet and sour fried chicken) and jjimdak (braised chicken).

The map will highlight key regions associated with iconic chicken dishes. These include Chuncheon, Gangwon Province, widely known as the birthplace of dakgalbi (spicy stir-fried chicken); Andong, North Gyeongsang Province, which is famous for jjimdak; and Mokpo, South Jeolla Province, known for its wide array of popular chicken eateries.

In collaboration with the Korea Tourism Organization, the ministry will select 33 top chicken restaurants across the country and publish a guidebook offering detailed information on each location.

Agriculture Minister Song Mi-ryung, left, speaks during a meeting with representatives of major chicken franchise companies to launch the K-Chicken Belt initiative at the Korea Tourism Organization’s Seoul Center, Thursday. Participants include the CEOs of Genesis BBQ and bhc Chicken, as well as a senior executive from Kyochon. Courtesy of the Ministry of Agriculture, Food and Rural Affairs.

The initiative also incorporates local agricultural producers that supply other key ingredients. Uiseong, North Gyeongsang Province — Korea’s largest garlic-producing region — and Changnyeong, South Gyeongsang Province, known for high-quality onions, are among the areas participating in the project.

In addition, cooking facilities previously used by private companies will be repurposed as experiential spaces where tourists can participate in hands-on programs.

To support the project, the ministry will conduct a nationwide online survey from Thursday through April 12, gathering public input on favorite chicken dishes and restaurants. Respondents will be asked to name their preferred menu items, restaurant locations and the qualities that distinguish those businesses.

The K-Chicken Belt map and survey results are scheduled to be released by the end of June. The government also plans to commission professional tourism content creators to visit selected restaurants and produce promotional videos.

“K-Chicken Belt will establish itself as a new culinary travel destination for visitors to Korea, as chicken is one of the most beloved Korean foods worldwide,” Agriculture Minister Song Mi-ryung said at the Korea Tourism Organization’s Seoul Center in Jung District. “We will work closely with the chicken and tourism industries to develop the K-Chicken Belt into a global gastronomic hub.”