South Korea's Lotteria expands to Malaysia in partnership with Serai Group
The initiative is part of Lotte's wider ambition to expand its K-burger footprint across Southeast Asia and beyond.
Serai Group said the collaboration, signed at the iconic Lotte World Tower in Seoul, marks a milestone in its continued growth as a key player in the Malaysian food and beverage (F&B) industry.
Under the partnership, Serai Group plans to open 30 Lotteria outlets across Malaysia within the next five years, with the first store slated to open by the end of 2025.
The agreement does not grant Serai Group the rights to sub-franchise the Lotteria brand or operate outlets beyond Malaysia.
Founded in 1979, Lotteria is one of South Korea's most beloved quick service restaurant brands.
With successful entries into markets like Vietnam, Myanmar, Laos and Mongolia, the brand now turns its sights to Malaysia, bringing with it a commitment to both localisation and quality.
Serai Group is known for homegrown F&B brands such as Serai, Jibby & Co and Jibby Chow, and sees the partnership as more than a franchise launch.
"It is an opportunity to introduce a fresh, dynamic fast-food experience that blends international appeal with local sensibilities.
"We see this as more than a brand launch, it's an opportunity to localise global favourites in a way that resonates with Malaysian tastes and values," Serai Group managing director Datuk Mohd Najib Abdul Hamid said in a statement.
Lotte GRS chief exceutive officer Woo-Chul Cha said it aims to ensure the successful localisation and sustainable growth of the Lotteria brand in Malaysia.
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