BBQ chicken emerges as U.S. ‘K-Food’ ambassador

[Courtesy of Genesis BBQ]

South Korean chicken franchise BBQ is solidifying its position as a prominent representative of Korean cuisine, or ‘K-Food,’ in the United States, as it is increasingly featured on major broadcast TV networks in the country. According to Genesis BBQ on Tuesday, the brand was featured as the top Asian dining brand on CBS, NBC, and Dallas CW33 during the “Asian/Pacific American Heritage Month” in May 2024.

Asian/Pacific American Heritage Month is celebrated every May to honor the contributions of Asian Americans and Pacific Islanders to American history and culture. During these celebrations, U.S. television broadcasts highlighted BBQ as a rapidly growing K-chicken brand in the U.S. market and a premier example of Asian cuisine. CBS Baltimore recently invited BBQ staff to its studio to showcase Korean chicken, featuring popular dishes such as Golden Olive Chicken, Secret Spicy Chicken, and Honey Garlic Chicken.

NBC Washington D.C. also highlighted BBQ as a quintessential Korean dish and took the opportunity to introduce other Korean foods such as tteokbokki.