Thailand’s fried chicken market, valued at over USD 900 million, just got more competitive with the arrival of Korean fried chicken giant Pelicana.
With over 42 years of history and over 3,000 locations worldwide, Pelicana now aims to capture a 2.5% market share in Thailand by 2027.
Targeting young consumers and tourists
Pelicana Thailand is targeting Gen Y and Gen Z, first-jobbers, students, young professionals, K-pop and K-dramas fans, and Asian tourists.
The brand debuted in Thailand in January 2025 at Siam Scape, introducing its Korean Fried Chicken in 10 flavors and the Korean Fried Chicken with Jasmine Rice dish, designed especially for the Thai palate.
The menu also features Japanese-inspired fried chicken burgers.
“Our mission is to create a fresh wave of excitement for Korean fried chicken in Thailand, with unique menu offerings, friendly service, and flavors you can enjoy every day,” said Attawut Nitikobkul, CEO of Pelicana (Thailand) Co Ltd.
Growth plans and revenue goals
Pelicana plans to open at least five branches in 2025, 10 in 2026, and 20 in 2027, aiming for USD 15 million in cumulative revenue.
Its marketing strategy relies on word-of-mouth, social media, viral content, and PR campaigns, differentiating itself through pricing, variety, and positioning.
Thailand’s food delivery, worth USD 2.6 billion, presents major growth potential. Pelicana is investing in cloud kitchens to expand reach and ensure fast, consistent service.
The brand prioritizes delivering crispy, high-quality fried chicken within 15-20 minute, a crucial window for preserving taste and texture.
Introducing Ari: Pelicana Thailand’s mascot
To boost brand recognition and connect with younger consumers, Pelicana Thailand introduced Ari, a cheerful, friendly mascot.
Ari represents the brand’s modern and playful spirit—designed to appeal to fans and followers across digital platforms.
Korean heritage meets Thai innovation
Founded in 1982, Pelicana is regarded as one of the original Korean fried chicken brands, famous for its sweet-and-sour sauce innovation that helped define Korean fried chicken.
With 1245 branches in South Korea alone and presence in 16 countries, Pelicana brings both authenticity and a global reputation to Thailand.
This launch marks more than brand expansion, Pelicana is aiming to redefine how Thai consumers enjoy Korean fried chicken. By blending tradition, innovation, and lifestyle appeal, the brand aims to become a key player in Thailand’s thriving QSR (quick service restaurant) segment.