Jiho Hanbang Samgyetang targets franchise growth in south-eastern Korea, with briefing at Gaegum Station branch on 30 November

Jiho Hanbang Samgyetang, a Korean herbal chicken soup franchise, is expanding its engagement with prospective franchisees in Yeongnam, south-eastern South Korea, by linking its appearance at a Busan franchise exhibition with a briefing at a new branch. After introducing its brand and menu at the exhibition, it will hold a follow-up session at its recently opened Gaegum Station branch. The company plans to continue consultations and support for prospective franchisees in Busan, Ulsan and South Gyeongsang Province, also known as Gyeongnam, and has announced specific dates and franchise support details for those following the regional market.

From exhibition consultations in Busan to a briefing at Gaegum Station

According to a Money Today report dated 13 November, Jiho Hanbang Samgyetang took part in the 2026 KFA Franchise Start-up Exhibition Busan, held from 12 to 14 November at BEXCO Exhibition Centre 1 in Busan. Its consultation stand was B37 in Hall 3B. The brand offered tailored, one-to-one consultations for prospective franchisees, alongside free tastings of its signature herbal samgyetang, a Korean chicken soup.

A notable aspect of its participation is the follow-up schedule. The brand plans to hold a franchise briefing on 30 November at its recently opened Gaegum Station branch. By taking discussions from an exhibition stand to an operating restaurant, it gives prospective franchisees two distinct opportunities to explore the business. They can use the exhibition to learn about the brand and basic franchise terms, then prepare further questions for the subsequent briefing.

However, a franchise briefing is not the same as a programme offering hands-on experience of running a restaurant. Anyone wishing to attend should ask the brand in advance about the time, registration process and what the session will cover. The fact that it takes place at an operating branch should not be taken to mean that cookery training or practical operational sessions will be provided.

The Gaegum Station branch therefore plays a role beyond simply being a new opening. By choosing the recently opened restaurant as the venue for its follow-up briefing, the brand has created another point of contact with prospective franchisees in Busan. Its opening does not, however, provide grounds for assuming that further branches elsewhere have been confirmed or that additional franchise agreements have been secured.

Support worth up to KRW 10 million: check the conditions first

Jiho Hanbang Samgyetang said it would offer franchise support worth up to KRW 10 million to those who proceed with opening a branch after an on-site consultation at the exhibition. The key points are the steps required to qualify and the wording used to describe the amount. This is not a benefit paid simply for visiting the stand or having a consultation; it applies to those who subsequently proceed with opening a franchise.

Nor does ‘worth up to KRW 10 million’ mean that every applicant will receive the same amount in cash. Prospective franchisees should separately confirm which items are covered, the conditions for receiving the maximum level of support and how it will be reflected in their cost estimate. It is also worth asking during the consultation whether there is a deadline for signing a contract or opening a branch to qualify.

When comparing costs, it is useful to review estimates before and after support side by side. Distinguishing between covered items and those the franchisee must pay for separately is essential to understanding the actual scope of the offer. Rather than treating the headline support figure as a direct reduction in total start-up costs, it is more accurate to check how each element is handled in the individual quotation.

The offer is worth investigating for anyone considering a franchise, but it is not evidence of a branch’s profitability. Opening support and ongoing operating costs should be assessed separately. During consultations, prospective franchisees should request both an explanation of the support and the basis for estimated costs, and check that verbal guidance matches the written terms.

Follow-up consultations focused on Busan, Ulsan and Gyeongnam

The brand’s stated aim is to expand its franchise network in Yeongnam through continued tailored consultations and support for prospective business owners in Busan, Ulsan and Gyeongnam. It presented the exhibition as a starting point. The focus of this announcement is therefore not the overall size of the exhibition or the number of participating brands, but one brand’s efforts to connect regional consultations with a follow-up event.

Plans for expansion in Yeongnam should be distinguished from actual openings. The information announced covers exhibition participation, the opening of the Gaegum Station branch, a scheduled franchise briefing, and plans for regional consultations and support. It does not establish how many franchises will be added in Yeongnam or where the next branch will open. Prospective franchisees should likewise distinguish confirmed dates and events from future plans.

Even if the consultation takes place in Busan, anyone hoping to open in Ulsan or Gyeongnam should frame their questions around their intended location. They could ask which areas are available, how potential premises are assessed, and what checks are the responsibility of head office and the prospective franchisee respectively. These are practical points for making use of a locally tailored consultation, rather than a description of confirmed policies specific to this brand.

Jiho Hanbang Samgyetang was also reported to have expanded overseas to Singapore, following openings in Australia and China. Overseas expansion and the operating performance of individual Korean franchises are separate matters, however. This information provides context on the brand’s geographical reach, but a decision to open a branch in South Korea should centre on local conditions and the actual contract terms.

Using tastings and briefings to assess the opportunity

The exhibition’s free tasting offers a chance to try the signature dish. However, further checks are needed before moving from tasting the menu to deciding whether to operate a restaurant. After the tasting, prospective franchisees can draw up questions about preparation processes, training, ingredient supply and staffing requirements. The specific arrangements for each should be confirmed with the brand.

Anyone planning to attend the 30 November briefing should first identify which points from the exhibition consultation need clarification. In particular, it is worth requesting written details of the scope of support and the costs the franchisee will bear during the opening process. If new information is provided at the briefing, checking whether it differs from earlier guidance will make comparison easier.

For those following the regional franchise market, this schedule offers an example of a brand introduction, a menu tasting and follow-up consultation being linked together. Rather than treating that sequence as evidence of business success, the important question is whether prospective franchisees receive enough information to make an informed decision. In practical terms, the key takeaway is to check the requirements for attending the briefing first, then compare the covered items and actual out-of-pocket costs in writing rather than focusing on the maximum support figure.