It was thought to be Korean chicken… "It was Singapore Chicken"

A Korean chicken restaurant that earns 10 billion won annually in Singapore and employs 170 people has revealed that it has been rooted in Singapore for the past 10 years, not in Korea.

According to local Singaporean media Straits Times on the 19th (local time), a 45-year-old Singaporean man operates a franchise called 'JINJJA!! CHICKEN,' establishing eight chain stores in Singapore, thanks to the popularity of Korean chicken.

The restaurant, adorned with a Korean neon sign saying '진짜치킨' (Jinjja Chicken), might seem like a chicken shop that expanded from Korea at first glance, but it was not the case.

Bernard Tay, the founder of 'JINJJA Chicken,' confessed, "(For the past 10 years) I maintained a passive stance because I didn't want people to know that JINJJA Chicken is a domestic brand."

Tay stated, "We are a Singaporean brand, and we are achieving good results overseas," and expressed hope that Singaporeans would support their sale of food that is not local.

He continued, "When I started the business, even my friends asked why I wanted to sell Korean fried chicken instead of local food," adding that there was a stigma that only Koreans could cook Korean fried chicken well.

Regarding operating for 10 years while hiding that it is a Singaporean restaurant, he revealed, "I was afraid that customers would avoid the brand due to perceived lack of authenticity." He stated that these concerns led him to refuse media interviews until now.

The star menu item at JINJJA Chicken is 'Jinjja Signature Wings with soy garlic sauce.'

Additionally, he sells kimchi stew alongside Korean-style chicken and has imported yuzu syrup and other ingredients from Korea to offer "Korean-like" beverages.

With "진짜주방" (Jinjja Kitchen) written in large letters in the kitchen, he shared his ambition of expanding to Thailand, Vietnam, China, and even Australia.

Image source: mothership, straitstimes