Bhc’s Matcho King chicken celebrates 10th year as steady consumer pick
Bhc, one of Korea's top fried chicken franchises, is celebrating its 10th year since the debut of Matcho King, a signature soy sauce-flavored fried chicken, which has continued as a steady consumer favorite in the country’s competitive fried chicken market. Dining Brands Group, the operator of bhc, reports that since its launch in July 2015, the soy sauce-flavored Matcho King has been enjoyed more than 40 million times, generating nearly 800 billion won ($577 million) in sales. Matcho King introduced a new flavor option to the domestic fried chicken market, which had long been dominated by plain fried and sweet-and-spicy offerings. In its first year, Matcho King sold 5.8 million servings, taking the market by surprise. Since then, it has maintained a steady market share with average annual sales of 4 million servings. “I never thought Matcho King would last this long,” said Jeon Byeong-jun, deputy manager for Dining Brands Group’s menu development team, at a bhc restaurant in Seoul’s Seocho District, Tuesday. “Soy sauce-based fried chickens were traditionally in a weaker mar
Sep 10, 2025By Ko Dong-hwan