Kyochon USA entered the US market in 2007 and currently operates 3 directly-managed stores. In particular, the first U.S. location that opened in LA is loved by local customers, contributing to the increase of Kyochon’s brand awareness in the area. Kyochon USA offers locally customized flavors that have been created based on Kyochon’s unique sauces, providing the customers with an experience full of flavor that they have never encountered before. To compete with other Korean chicken brands in the U.S. market, we have come up with customized dishes, such as marinated chicken fried rice and garlic fried rice, offering a one-of-a-kind service (catering). Kyochon USA has plans to expand throughout the country through directly-managed locations as well as franchises, based on Kyochon’s differentiation strategies and accumulated expertise.