bonchon

The chicken segment in the United States is booming, currently&nbsp;<a href="https://www.ibisworld.com/united-states/industry/fast-food-chicken-restaurants/4027/">valued at over $63 billion</a>. People love chicken, and because it’s so widely favored and largely universal, the industry has grown rapidly. However, this has also created space for chicken fatigue, of sorts. Many brands offer a reliable, if unremarkable, chicken meal.&nbsp;<a href="https://franchising.bonchon.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=korean-fried-chicken-differentiators-2732349" target="_blank" rel="nofollow">Bonchon Korean Fried Chicken</a> has turned that chicken meal into a global obsession. As an international powerhouse with approximately 500 locations,&nbsp;<a href="https://1851franchise.com/bonchon">Bonchon</a> has grown into more than a typical wing joint. It has become a go-to for those who love Korean culture and crave a higher-quality, better-value chicken experience.“Bonchon shares Korean comfort food and crunchy fried chicken in a way that American chicken concepts can’t match,” said&nbsp;<a href="https://www.linkedin.com/in/blas-escarcega-4826281a2/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=korean-fried-chicken-differentiators-2732349" target="_blank" rel="nofollow">Blas Escarcega</a>, chief development officer. “While Bonchon is known for its uncompromising standards in food quality and preparation, what truly differentiates the brand is the emotional connection we create with our guests. We’re sharing joy through Korean comfort food and a unique dining experience that resonates with today's consumers. As a result, Bonchon has evolved from being a brand that satisfies a specific craving to one that guests actively choose as a primary dining destination.”&nbsp;While the emphasis on Korean flavors thrives in the current cultural moment, this is just one part of the larger Bonchon puzzle. The craft quality of the brand and the care team members display each day serve to make Bonchon irresistible.<h2>The Chicken Itself: The Science and Art of the Double Fry</h2>Bonchon’s menu hinges on Korean fried chicken, and understanding what this means is critical to recognizing Bonchon’s differentiators. The most significant difference a guest notices when opening a box of Bonchon chicken is the texture. Unlike mass-produced wings that are often covered in soggy, cake-like breading and drenched in the sauce of your choice, Bonchon’s chicken is double-fried, a process that renders fat and creates a thin, crackling, paper-like crust.The double-fry method does more than create texture. It helps the chicken stay crisp from the first bite to the last and gives it the durability to travel well for delivery without losing its appeal.“Bonchon fans seek us out for that crunch. It’s what we’re known for around the world,” Escarcega said. “But it doesn’t stop there. After the chicken is fried, the sauce is hand-brushed, using a pastry brush. We ensure every nook and cranny is covered without oversaturating the chicken or weakening the crunch of the breading.”<h2>Supplementing the Chicken Menu With Korean Comfort Favorites</h2>Bonchon’s star is the chicken. It’s what the brand is known for, and it’s the vehicle for the proprietary sauces. The broader menu, however, is what keeps guests coming back. By offering staples like seasoned fries, potstickers and fried rice in addition to its world-class chicken, Bonchon offers a complete experience.“Bonchon creates an accessible bridge between the American diner and the Korean comfort food experience,” Escarcega said. “We’re not leaning entirely into traditional Korean food. Often, curiosity about the crunch of the chicken and proprietary sauces will draw a guest in, and the opportunity to explore a broader cultural food experience will keep them engaged.”This variety allows Bonchon to appeal to a range of guests and keep the experience fresh over time without straying from the reliably great crunch guests have come to expect.<h2>An Experience Hinging on True Value</h2>In a landscape so often crowded with “value” menus, where “value” often ends up meaning “cheap,” Bonchon is taking a different route. While the brand offers a streamlined, fast-casual experience, guests still receive a meal created with care, and one that is worth their time.Korean food is known for sharing, and Bonchon invites guests to enjoy the brand’s signature favorites and new dishes with family and friends. High-quality, flavorful food in an inviting space makes Bonchon a good value for people looking for a more unique chicken meal.&nbsp;“We look at value as a quality-to-cost ratio, not just something that’s measured by chasing the lowest price,” Escarcega said. “Bonchon’s sharable meals and the fact that the food is carefully prepared by hand make the value obvious. While fast food prices are climbing, the cost gap between standard fast-food chicken and Bonchon is shrinking, and the quality gap only continues to grow.”Guests are willing to pay for an experience, and they visit Bonchon with the knowledge that they’ll receive just that.<h2>The Future of the Global Crunch</h2>Bonchon’s rise has been supported by the current K-Culture wave, but the brand’s momentum also comes from the attention to detail that makes a meal memorable. Bonchon is a brand that refuses to compromise on the technical details and brings an unmatched frying and saucing tradition to a crowded fried chicken market.As Bonchon continues expanding across the U.S., the brand is staying grounded in the qualities that helped it grow globally: crispy chicken, carefully hand-brushed sauces and a strong sense of Korean hospitality.“For our guests, Bonchon represents an escape from the widely available, often undifferentiated chicken options they’re used to,” Escarcega said. “Each guest who enters a Bonchon restaurant trusts we’ll deliver on the global promise of the Bonchon crunch, and this is what will continue to carry the brand forward.”To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/bonchon">https://1851franchise.com/bonchon</a>.&nbsp;

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Why Bonchon is Leading the Korean Fried Chicken Revolution

1851 Franchise

Bonchon pairs double-fried crunch, Korean comfort food and careful preparation to offer something unique in the fast-growing chicken segment.

This brand page has been paid for by BONCHON. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

Bonchon Korean Fried Chicken Builds Its Edge on Crunch, Flavor and Quality

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Accelerating Market Penetration: Bonchon's Strategy for Untapped Franchise Territories

Bonchon Jumps to No. 17 on Fast Casual's 2026 List of Movers & Shakers

Bonchon Appoints Industry Veteran Blas Escarcega As Chief Development Officer To Accelerate U.S. Growth

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Chicken restaurants have an incredible presence across the U.S. With a chicken segment valued at&nbsp;<a href="https://www.ibisworld.com/united-states/industry/fast-food-chicken-restaurants/4027/">over $63 billion</a>, the demand is clear, but in many markets, franchise opportunities with major national brands are hard to come by.&nbsp;<a href="https://franchising.bonchon.com/">Bonchon Korean Fried Chicken</a>, the global Korean fried chicken franchise, is uniquely positioned to fill this gap, and it’s leveraging this strategy as it approaches its next phase of expansion.“The strength of the chicken restaurant space is clear to many potential franchisees, and yet, the opportunities may still seem entirely out of reach. Big-box brands are sold out in many markets, but this is just one part of the equation,” said&nbsp;<a href="https://www.linkedin.com/in/blas-escarcega-4826281a2/">Blas Escarcega</a>, chief development officer. “As&nbsp;<a href="https://1851franchise.com/bonchon">Bonchon</a> grows, we’re leveraging this fact. We’re a global brand with a strong following, but there is still plenty of white space in the U.S. for multi-unit franchisees who want to be a part of our growth story.”<h2>Unmatched Opportunity Nationwide</h2>Bonchon brings the operational power, guest loyalty and product differentiation franchisees expect from quick-service giants like KFC or Wingstop, paired with the growth runway of an up-and-coming brand. Unlike many concepts that have already reached saturation in markets across the country, leaving franchisees to look elsewhere or join a waitlist, Bonchon is ready to grow.With capacity for at least 1,000 new U.S. locations, Bonchon offers a high-performance alternative with substantial white space. This allows new franchisees to claim territory and begin growing in markets where other chicken brands may no longer have room.“These are markets where we still have room to grow,” Escarcega said. “We can bring Bonchon into areas that already know chicken but may not have anything quite like us. For franchisees, that means they can enter with a proven model, a different product and a lot of room still ahead.”<h2>The Category Outlier Advantage</h2>Bonchon’s combination of operational experience and growth potential already creates a differentiated investment opportunity, but the brand is also leveraging its consumer differentiators as key drivers for upcoming growth.“As we consider expansion markets, we’re paying close attention to areas that need a new take on chicken,” Escarcega said. “In seemingly saturated markets, Bonchon makes for a great opportunity, not just because we don’t yet have a presence there but because there truly is nothing like us. Even in a sea of QSR chicken franchises, Bonchon can make a splash. It doesn’t matter which brands are already there because they’re not Bonchon.”Among guests, Bonchon wins with its flavor, crunch and menu. Its double-frying technique renders more fat from each piece of chicken, creating a crunchier breading that stays crispy longer. Then, each piece of chicken is hand-brushed with sauce to ensure proper flavor distribution without overpowering the chicken itself. A menu of authentic Korean side dishes only elevates Bonchon further.By moving away from the same chicken restaurant experience guests have come to expect, Bonchon stands out wherever it goes, allowing it to thrive in any market with a premium, non-commoditized offering.<h2>Engineered for Multi-Unit Scalability</h2>While Bonchon’s brand identity and growth runway open countless doors in terms of new markets, the brand is specifically honing in on untapped markets with real, long-term potential.“Bonchon is a ‘cult favorite,’ but as a business, it’s also an institutional-grade investment,” Escarcega said. “The leadership team is exceptional, the operations have been solidified and we’ve evolved toward a new, high-efficiency fast-casual prototype.” Between the people and processes in place, Bonchon has the formula for a truly scalable investment. Now, as it grows, the team is working to identify markets and franchise partners that lend themselves to successful multi-unit growth. It’s a business for builders who want to dominate their markets, not people wanting to buy a job, and the strategy clearly reflects this.<h2>The Future of the Crunch</h2>Having professionalized its systems and laid a foundation for the next generation of investors, Bonchon is at a critical inflection point. For experienced operators, the brand is in a “coiled spring” position, offering the rare opportunity to secure high-value territories, long-term growth potential and an opportunity to dominate the chicken segment before white space disappears.&nbsp;Currently, Bonchon is targeting growth across Texas, California, Florida, Arizona, Nevada, North Carolina, South Carolina, Georgia, Tennessee, Pennsylvania and New Jersey, focusing on suburban areas and college towns.To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/bonchon">https://1851franchise.com/bonchon</a>.&nbsp;

With a differentiated model in a $63 billion segment, the Korean fried chicken franchise offers long-term, multi-unit opportunity in markets many other chicken giants have already capped.

accelerating-market-penetration-bonchons-strategy-for-untapped-franchise-territories

The chicken segment in the United States is booming, currently&nbsp;<a href="https://www.ibisworld.com/united-states/industry/fast-food-chicken-restaurants/4027/">valued at over $63 billion</a>. People love chicken, and because it’s so widely favored and largely universal, the industry has grown rapidly. However, this has also created space for chicken fatigue, of sorts. Many brands offer a reliable, if unremarkable, chicken meal.&nbsp;<a href="https://franchising.bonchon.com/">Bonchon Korean Fried Chicken</a> has turned that chicken meal into a global obsession. As an international powerhouse with approximately 500 locations,&nbsp;<a href="https://1851franchise.com/bonchon">Bonchon</a> has grown into more than a typical wing joint. It has become a go-to for those who love Korean culture and crave a higher-quality, better-value chicken experience.“Bonchon shares Korean comfort food and crunchy fried chicken in a way that American chicken concepts can’t match,” said&nbsp;<a href="https://www.linkedin.com/in/blas-escarcega-4826281a2/">Blas Escarcega</a>, chief development officer. “While Bonchon is known for its uncompromising standards in food quality and preparation, what truly differentiates the brand is the emotional connection we create with our guests. We’re sharing joy through Korean comfort food and a unique dining experience that resonates with today's consumers. As a result, Bonchon has evolved from being a brand that satisfies a specific craving to one that guests actively choose as a primary dining destination.”&nbsp;While the emphasis on Korean flavors thrives in the current cultural moment, this is just one part of the larger Bonchon puzzle. The craft quality of the brand and the care team members display each day serve to make Bonchon irresistible.<h2>The Chicken Itself: The Science and Art of the Double Fry</h2>Bonchon’s menu hinges on Korean fried chicken, and understanding what this means is critical to recognizing Bonchon’s differentiators. The most significant difference a guest notices when opening a box of Bonchon chicken is the texture. Unlike mass-produced wings that are often covered in soggy, cake-like breading and drenched in the sauce of your choice, Bonchon’s chicken is double-fried, a process that renders fat and creates a thin, crackling, paper-like crust.The double-fry method does more than create texture. It helps the chicken stay crisp from the first bite to the last and gives it the durability to travel well for delivery without losing its appeal.“Bonchon fans seek us out for that crunch. It’s what we’re known for around the world,” Escarcega said. “But it doesn’t stop there. After the chicken is fried, the sauce is hand-brushed, using a pastry brush. We ensure every nook and cranny is covered without oversaturating the chicken or weakening the crunch of the breading.”<h2>Supplementing the Chicken Menu With Korean Comfort Favorites</h2>Bonchon’s star is the chicken. It’s what the brand is known for, and it’s the vehicle for the proprietary sauces. The broader menu, however, is what keeps guests coming back. By offering staples like seasoned fries, potstickers and fried rice in addition to its world-class chicken, Bonchon offers a complete experience.“Bonchon creates an accessible bridge between the American diner and the Korean comfort food experience,” Escarcega said. “We’re not leaning entirely into traditional Korean food. Often, curiosity about the crunch of the chicken and proprietary sauces will draw a guest in, and the opportunity to explore a broader cultural food experience will keep them engaged.”This variety allows Bonchon to appeal to a range of guests and keep the experience fresh over time without straying from the reliably great crunch guests have come to expect.<h2>An Experience Hinging on True Value</h2>In a landscape so often crowded with “value” menus, where “value” often ends up meaning “cheap,” Bonchon is taking a different route. While the brand offers a streamlined, fast-casual experience, guests still receive a meal created with care, and one that is worth their time.Korean food is known for sharing, and Bonchon invites guests to enjoy the brand’s signature favorites and new dishes with family and friends. High-quality, flavorful food in an inviting space makes Bonchon a good value for people looking for a more unique chicken meal.&nbsp;“We look at value as a quality-to-cost ratio, not just something that’s measured by chasing the lowest price,” Escarcega said. “Bonchon’s sharable meals and the fact that the food is carefully prepared by hand make the value obvious. While fast food prices are climbing, the cost gap between standard fast-food chicken and Bonchon is shrinking, and the quality gap only continues to grow.”Guests are willing to pay for an experience, and they visit Bonchon with the knowledge that they’ll receive just that.<h2>The Future of the Global Crunch</h2>Bonchon’s rise has been supported by the current K-Culture wave, but the brand’s momentum also comes from the attention to detail that makes a meal memorable. Bonchon is a brand that refuses to compromise on the technical details and brings an unmatched frying and saucing tradition to a crowded fried chicken market.As Bonchon continues expanding across the U.S., the brand is staying grounded in the qualities that helped it grow globally: crispy chicken, carefully hand-brushed sauces and a strong sense of Korean hospitality.“For our guests, Bonchon represents an escape from the widely available, often undifferentiated chicken options they’re used to,” Escarcega said. “Each guest who enters a Bonchon restaurant trusts we’ll deliver on the global promise of the Bonchon crunch, and this is what will continue to carry the brand forward.”To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/bonchon">https://1851franchise.com/bonchon</a>.&nbsp;

Bonchon’s Double Crunch and Streamlined Franchise Model Are Disrupting the $63B US Chicken Industry

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image of 1851 franchise deep dive of bonchon franchise FDD, costs, fees, and investment range 

Bonchon Franchise Costs, Fees, Profit and Data for 2026

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<a href="https://www.globenewswire.com/Tracker?data=sHWKTBscK-uYsWGg195C4UeQX0SdlJ4ziJC65JXdW3zBtab-HqWYrj-1dLiC3rSHoEQkgTnKRIorFDEwvYWYq3Ko6WbXZ2g0RU6GUZE7AQF6Rz3G8Gooh8qjVSS4PPVVZSdYG-TmZRBjduYapfT_KraM3IHKPdFfiLaYNllzLw4=">Bonchon</a>, the globally celebrated Korean fried chicken brand known for its hand-battered, double-fried method and signature sauces, today announced that Blas Escarcega has joined the company as Chief Development Officer. In this role, Escarcega will lead all aspects of franchise development in the United States, including market planning, franchise recruitment, site selection, and new restaurant growth strategy.Escarcega brings more than two decades of development experience, including leading large-scale expansion initiatives, strengthening franchise pipelines, and optimizing real estate strategies for nationally recognized concepts. He will oversee Bonchon’s continued march toward accelerated U.S. expansion as the brand builds on its recent momentum.“Blas is a seasoned, respected development leader who understands how to scale great brands with intention,” says Suzie Tsai, CEO of Bonchon. “As Bonchon continues to expand into new markets and strengthen our national footprint, his expertise in franchise growth, market analytics, and operator partnerships will be invaluable. We are thrilled to welcome him to the team.”As Bonchon advances, the brand is rolling out a new fast casual prototype designed to deliver operational efficiency in a smaller footprint. The new model features a kitchen-forward layout and streamlined service design in under 2,000 square feet, allowing operators to enter high-demand trade areas with strong unit economics and lower build-out costs. This format enables Bonchon to expand flexibly into priority markets across Texas, California, Arizona, Nevada, Florida, the Carolinas, Georgia, Tennessee, and the Northeast corridor including New York, New Jersey and Pennsylvania, while also opening the door to non-traditional venues, including airports, colleges, and urban storefronts with tighter real estate constraints.Bonchon recently surpassed 150 U.S. locations and operates nearly 500 restaurants worldwide, with strong sales growth and increasing consumer demand for Korean cuisine driving new development opportunities. Escarcega will work closely with Bonchon’s executive team to deepen the company’s presence in priority markets, enhance franchisee support, and streamline processes that help operators open successfully and profitably.&nbsp;“I am excited to join Bonchon at such a pivotal moment in its growth story,” says Escarcega. “This brand has a unique global following, incredible food, and strong unit economics, the fundamentals that attract high-quality franchise partners. I look forward to working with Suzie and the team to elevate Bonchon’s development strategy and bring this beloved brand to more communities across the country.”Bonchon’s development pipeline is growing, with new locations slated for both established and emerging markets. The company has also launched menu innovations, enhanced training and operational support, and implemented construction efficiencies, all of which help create a more scalable growth model for franchise operators.For more information about Bonchon franchising, visit <a href="https://www.globenewswire.com/Tracker?data=Fih9zCqrIIU3phSFd1FE5uqQbF-vxm8aI6Bd7aTiLbJxSrm9Nafklx6EZ2PfkCbyVvlGPHjkMNYl63m7eo7-Bgyip2Tn0u5dqWmTQtUJJqw=">franchising.bonchon.com</a>.

The franchise announced that Escarcega, who brings more than two decades of experience, will lead all aspects of franchise development in the United States. 

bonchon-appoints-industry-veteran-blas-escarcega-as-chief-development-officer-to-accelerate-us-growth

<a href="https://franchising.bonchon.com/">Bonchon Korean Fried Chicken</a> earned the No. 17 spot on&nbsp;<a href="https://www.fastcasual.com/resources/2026-fast-casual-top-100-movers-shakers/">Fast Casual’s Top 100 Movers &amp; Shakers list for 2026</a>, which highlights standout brands in the fast-casual restaurant segment.The publication received hundreds of nominations and incorporated data from its Fast Casual Index, which aggregates millions of publicly available data points and assigns each brand an aggregate percentage score based on real-world performance metrics. The index tracks metrics like expansion, technology integration and market sentiment. Scores were used to identify the 100 highest-scoring brands and final rankings were chosen by a panel of expert judges.&nbsp;In the ranking, Fast Casual wrote about Bonchon’s menu development last year such as its first dry rub, Classic Crunch. Bonchon’s investment in more efficient restaurant prototypes designed to appeal to younger consumers was also a factor in the ranking, as well as its use of AI in supply chain and marketing.Bonchon CEO&nbsp;<a href="https://www.linkedin.com/in/suzietsai/">Suzie Tsai</a> was also listed in the report as a Top 25 Executive. Tsai led Bonchon’s U.S. expansion past 150 locations, introduced a smaller “kitchen-forward” prototype and helped advance digital and AI-driven ordering. The publication also noted her role in driving franchise growth and elevating Korean culinary culture on a national level.Download the report&nbsp;<a href="https://www.fastcasual.com/resources/2026-fast-casual-top-100-movers-shakers/">here</a>.&nbsp;To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/bonchon">https://1851franchise.com/bonchon</a>.

image of bonchon franchise korean fried chicken and potstickers

Suzie Tsai, the brand’s CEO, also earned Top 25 Executive honors as Bonchon continues to grow its footprint in the United States.

bonchon-fast-casual-movers-and-shakers-2026

<a href="https://www.globenewswire.com/Tracker?data=Y-qSTphv28RQMcrZm5IIwLkUlmNn-7i7wqmyNxBO4154BJ3d5jJoy7uS5ivMtK0KAYsjflhpsM0p53tDADMY8w==">Bonchon</a>, a global leader in Korean fried chicken, is introducing its new Korean Crunch lineup, a limited-time menu featuring pork katsu, known for its crispy coating and tender fillet. As Korean cuisine continues to gain momentum across the U.S., more diners are looking to explore bold flavors that feel both authentic and approachable. Bonchon’s Chicken Katsu has been a beloved comfort option for a long time, and the new Pork Cheese Katsu elevates that classic with rich, gooey cheese. It pairs the crispy cutlet with the brand’s signature Yangnyeom sauce and Korean-inspired sides.“With the Korean Crunch lineup, our focus is on bringing together textures and flavors that naturally complement each other,” says Bonchon Global R&amp;D Chef Jae Park. “We want every bite to feel satisfying, from the crunch of the katsu to the richness of the cheese and the kick from our fan-favorite Yangnyeom sauce.”Korean Crunch Limited-Time Offerings:Pork Cheese Katsu Sandwich - Fried pork katsu filled with mozzarella cheese, brushed with sweet and spicy Yangnyeom sauce, topped with coleslaw on a brioche bun, and served with fries.Pork Cheese Katsu Bowl - Fried pork katsu filled with mozzarella cheese, brushed with sweet and spicy Yangnyeom sauce, served over rice with spicy mayo, scallions, and coleslaw.Alongside the Korean Crunch limited-time offerings, Bonchon is also expanding its core menu with two new additions designed to highlight the flavors and ingredients central to Korean cuisine. Leading the additions is the new K-Chicken Sandwich, an updated take on the classic chicken sandwich that incorporates more traditional Korean flavors, giving the familiar favorite a distinctive twist.New Menu Items:K-Chicken Sandwich - Golden fried chicken breast brushed with a choice of signature flavor, topped with Korean cucumber salad on a brioche bun, and served with fries.&nbsp;Korean Cucumber Salad - Diced cucumbers, onions, scallions, and Korean red chili powder.“As more people discover Korean cuisine, we’re seeing our guests not only recognize our signature flavors but also get genuinely excited to keep exploring,” says Suzie Tsai, CEO of Bonchon. “That energy inspires us to continue evolving our menu innovation, bringing new ideas to the table while staying true to the authentic Korean flavors at the heart of Bonchon.”The new menu items join Bonchon’s lineup of Korean dishes, including fan favorites like its signature Korean fried chicken, bulgogi, and japchae, bringing the bold flavors of Korean cuisine to guests across the country.The Korean Crunch menu items are available for dine-in, pick-up, and delivery now through July 14. To find a location or order online, visit <a href="https://www.globenewswire.com/Tracker?data=VB1SGSQexgK3AJEDCl2DeCVQrNuIwoCbKko8pffA8C0WIaz6K5Vcm3Dve-S1ll7v9wHmvxPScqABrE55LEJzdNUg_bTxYiU5IqUtz6Ikb4LTQ81B7Fwk6BM1WztUzrfvQQc6yV6UIb-wPUydD7riIjbKZ0McpHBS-WEU5lL3zDRC_TxAMDqehW1SWim3IMZ_gRzA5OYif91rONyNxYM-xR4bOyTWHkSkUlp5wqrvxhA=">www.bonchon.com</a>.

Bonchon Introduces Korean Crunch Menu Featuring Pork Cheese Katsu Creations

The global leader in Korean fried chicken is introducing its new Korean Crunch lineup, a limited-time menu featuring pork katsu, known for its crispy coating and tender fillet. 

Bonchon Korean Fried Chicken Builds Its Edge on Crunch, Flavor and Quality

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