BHC Chicken plans to expand their global expansion with BLACKPINK's Rosé as their model

BLACKPINK's Rosé is set to become the new face of 'Bburinkle Chicken,' one of BHC's most popular menu items. 

According to industry insiders on December 10, BHC chose Rosé as their new model. The contract is reportedly in the final stages, and the company plans to launch new menu items and global marketing campaigns in collaboration with her.

Currently, actor Hwang Jung Min and table tennis player Shin Yu Bin serve as BHC's models. The addition of Rosé is expected to accelerate the company's global expansion goals. This move aligns with BHC's broader strategy to enhance the global recognition of 'K-Chicken' (Korean fried chicken) on the world stage.

BHC’s signature 'Bburinkle' chicken has become a hit not only in South Korea but also in overseas markets. According to BHC, 'Bburinkle' is being sold in seven countries, including Malaysia, Thailand, the United States, Hong Kong, Singapore, Canada, and Taiwan. The cumulative overseas sales have surpassed 900,000 units.

Among all the menus sold overseas, 'Bburinkle' ranks as the best-selling menu item in every country. Known for its trendy and unique flavor, it has been especially well-received by consumers in their 20s and 30s, where word-of-mouth marketing has fueled its popularity.

BHC is reportedly optimistic about the "Rosé effect," especially following the success of her recent collaboration with global artist Bruno Mars on the track "APT.," which was well-received by global audiences.

As competition intensifies within South Korea’s chicken franchise industry, the role of advertising models has become a critical factor in the race for the top spot. While BHC currently holds the No. 1 position in terms of sales among domestic chicken franchises, rivals like BBQ Chicken and Kyochon Chicken are close behind, preventing BHC from becoming complacent.

An industry insider commented, “Relying solely on new menu items has its limits in terms of strengthening competitiveness. Companies are focusing more on advertising model recruitment and marketing efforts. As interest in K-Food and K-Chicken grows globally, having a model with international influence has become increasingly important.”