Yoon Hong-geun, the chairman of Genesis BBQ, presented the success of the Korean fried chicken market to global scholars at the Academy of International Business conference held at the Lotte Hotel in central Seoul. He highlighted how Korean food has evolved beyond traditional dishes and now represents a wider range of flavors crafted by Korean brands. Yoon detailed how BBQ, which started as a small Korean fried chicken company, has expanded into a global franchise over two decades, strategically entering key regional markets and tailoring market entry strategies for different regions. The AIB conference, which saw participation from experts across 97 countries, provided a platform for BBQ to represent K-food and receive a special invitation from the AIB. Yoon expressed his ambition to let 8 billion people around the world taste BBQ chicken and improve their quality of life. BBQ has been showcasing advertisements on the Times Square billboard in New York, a milestone that Yoon had long dreamed of since beginning BBQ's global business. Since its first overseas expansion in 2003, the chicken franchise has successfully entered 57 countries, including the United States, Canada, and Japan.