Introducing Lotteria: Koreas No.1 K-Burger Brand Set to Launch in Thailand by Sahapat Group

'KETRO,' part of Sahapat Group, has signed an exclusive MOU to operate Lotteria, South Korea's number one fast-food burger brand, in Thailand, highlighting K-Burger style menus aimed at winning over younger generations. 

Fans of Korean food and fast food in Thailand, get ready! Recently, 'KETRO,' a company under Sahapat Group, signed a memorandum of understanding (MOU) with 'LOTTE GRS,' a subsidiary of Korea's Lotte Group, to exclusively develop and operate the fast-food brand 'LOTTERIA' in Thailand. The goal is to target young consumers with uniquely creative menus that perfectly blend Korean culture.

Before the official launch in Thailand, let’s explore the history, legendary signature dishes, and global success journey of this brand.

From its origins in Japan to becoming Korea’s number one burger brand.

Although many now recognize Lotteria as a Korean 'K-Burger' brand, it was actually founded first in Tokyo, Japan, in February 1972 by Korean businessman Shin Kyuk-ho. The brand name combines 'Lotte,' the parent company, and 'Cafeteria.' Its first outlet opened in Takashimaya Department Store in the Nihonbashi district.

In 1979, the brand entered South Korea by opening its first branch in Seoul's Sogong area. This marked the beginning of Lotteria’s rapid growth, eventually capturing the top market share in Korea and surpassing global giants like McDonald's and Burger King. The success stemmed from adapting flavors to suit local tastes while maintaining a modern Western-style restaurant atmosphere.

Interesting facts about the Lotte Group.

Lotte isa conglomerateand one of South Korea’s top five largest business groups (Chaebols). Its operations span chemicals, retail, hotels, and food services. Lotteria is managed by Lotte GRS, the food service subsidiary. Recently, in Korea, Lotte GRS surpassed 1 trillion won in revenue by adjusting store strategies and capitalizing on the 'Lunchflation' trend—rising lunch prices that made burgers an affordable and attractive option.

Five legendary highlight menu items Thai food lovers will be eager to try.

Lotteria’s strength lies in constantly innovating new menu items, often transforming traditional Korean dishes into excellent burger forms. These signature items are highly popular internationally.

1. Ria Bulgogi Burger: The flagship burger launched in 1992 features sweet and savory marinated bulgogi beef. It has sold over 1 billion units worldwide in more than 30 years.
2. Ria Shrimp Burger: A classic shrimp burger introduced between 1977 and 1979, known for its bouncy, crispy shrimp patty perfectly paired with tartar and Thousand Island sauces.
3. Jeonju Bibim Rice Burger: A creative menu item using soft steamed rice seasoned with gochujang sauce as the bun, filled with beef and a fried egg, offering a bibimbap (Korean mixed rice) experience in burger form.
4. Mozzarella Burger Tomato Basil: A cheesy favorite highlighting the 'cheese pull' effect with a generous ball of mozzarella cheese, balanced by tomato and basil. This item has been a massive hit abroad.
5. Wang Donkatsu Burger (Giant Fried Pork Burger): A special menu item breaking burger conventions with an oversized tonkatsu (fried pork cutlet) patty that extends beyond the bun, creating viral buzz andbreaking recordsfor sales in Korea.

Currently, Lotte GRS is actively expanding Lotteria as a global franchise, with over 1,600 stores worldwide—about 1,300 in South Korea and more than 300 abroad in countries such as Vietnam, Myanmar, the United States, Malaysia, Singapore, Laos, Mongolia, and Kazakhstan.

The upcoming entry into the 'Thai' market through collaboration with Sahapat Group represents a crucial piece in securing a strong foothold across Southeast Asia.

Why did Sahapat Group choose to bring Lotteria to the Thai market?

KETRO’s move under Sahapat Group is a noteworthy business strategy, given the fierce competition in Thailand’s quick-service restaurant (QSR) burger market, with established brands and new premium entrants. The factors positioning Lotteria for growth in Thailand include:

• The power of the K-Wave (Korean culture): Korean series, music, and lifestyle remain highly influential among Thai youth. Presenting a brand as 'The Original K-Burger' naturally attracts attention.
• Unique menu offerings: Items like the rice burger and authentic bulgogi sauce burgers are not commonly found in Western fast-food chains.
• Sahapat’s strength: With its extensive partner network, supply chain, and retail market expertise in Thailand, Sahapat can provide Lotteria with prime locations and high-quality ingredients quickly.

Regarding the timeline for the first branch opening, location, and menu offerings for Thailand, Thairath Online will provide updates promptly to keep food enthusiasts informed.