Hamburgers have become a staple food for Koreans. Two world-renowned chefs, Kwon Sung-joon and Edward Lee, both of whom rose to fame through Korea's cooking competition show "Black & White Chefs," have become brand ambassadors for Korea’s leading hamburger brands.
Chef Edward Lee’s Burger Collection, Born from Korea’s Hit Culinary Competition |
Although hamburgers are widely associated with America, and American brands have traditionally dominated the market, some premium U.S. burger chains have either failed to enter or quietly withdrawn from Korea. Super Duper exited the market without much fanfare, and despite persistent rumors, it seems unlikely that a American brand will establish a foothold here.
Nevertheless, famous U.S. burger brands continue to dominate Korea's burger scene. As the Korean burger market has grown to nearly 5 trillion won (approximately 3.7 billion USD), One American brand, which had previously scaled back its locations, is now aggressively expanding again. Around 30% of Koreans report eating a burger at least once a week, and about 6% say they consume hamburgers four times or more per week.
Currently, the most preferred hamburger brand in Korea holds a 32% market share, followed by 2nd brand with 21.7%. Korean brand takes ranks third, followed by another Korean brand, and 3rd and 4th are also Korean brands. Thanks to their strong brand recognition, American brands are popular across a wide range of age groups. However, among people under 20, Korean brands are the top choices, raising questions about whether youth tastes will shift or stay consistent in the future.
Number one burger brand, which first entered Korea in the early 1990s with its American-style interior design, particularly around the Gangnam area, is rated highly today for taste, price, and accessibility. Just like how people are divided into "dip" and "pour" sauce camps for fried foods, Korean burger lovers seem somewhat split between a "Number 1 brand and Number 2 brand. Number 1 brand emphasizes bold flavors with generous use of tomatoes and wet sauces, whereas Number 2 brand tends toward less liquid-based sauces and neater packaging, resulting in distinctly different consumer preferences.
Fans of Number 1 bran, particularly its flagship burger, cite their love for the flame-grilled beef patties and soft buns. Meanwhile, Number 2 burger fans show strong loyalty toward signature items. The chicken patty in one signiture item is particularly notable for its unique flavor and generous size, making Korean burger brand, rather than Number 1 brand, its real competitor in this segment. Number 2 brand also emphasizes its heritage offerings evoking its long franchise history.
Adding to the dynamic market, Korean brands have launched collaborations with celebrity chefs. Number 4 brand introduced the "Napoli Mafia Mozzarella Burger," while Number 3 debuted the "Edward Lee Thigh Burger," using Chef Edward Lee’s name as a branding strategy. These collaborations have gained notable recognition. Mom’s Touch is even building a full Edward Lee Chef Collection, capitalizing on sold-out preorders and explosive sales growth to scale up production.
When it comes to side menus, Number 3 brand has historically been active in developing new products. French fries remain the most popular side dish, chosen by 70% of burger buyers, but this has expanded to a golden age of sides like cheese sticks, corn salad, onion rings, chicken nuggets, chicken wings, and hash browns. Even Number 2 has started focusing more on side offerings, branding a new line of affordable menu items building on the nostalgic name.
Reflecting on the past, had ventures like famous comedian Jeong Hyeong-don’s burger brand or Japan's burger brand succeeded in firmly establishing themselves in Korea, they might now be enjoying a meaningful market share within the 5-trillion-won Korean hamburger industry.
No comments:
Post a Comment