South Korean fast food chain Lotteria enters Malaysian market in 2025 through Serai Group partnership

Lotteria, South Korea’s largest quick-service restaurant (QSR) brand, is bringing its signature Korean fast food to Malaysian shores for the very first time in 2025. 

The highly anticipated launch is part of a newly signed master franchise agreement between Lotte GRS, a subsidiary of the South Korean conglomerate Lotte Group, and Serai Group, the Malaysian hospitality company behind well-known brands such as Serai, Jibby & Co, and Jibby Chow.

Under this strategic partnership, Serai Group will hold exclusive rights to develop and operate Lotteria outlets in Malaysia. The agreement outlines plans to open 30 outlets across the country over the next 5 years, with the first location expected to welcome customers before the end of 2025.

Founded in 1979, Lotteria has grown to become one of Asia’s most recognisable fast food chains, renowned for its unique take on Western-inspired comfort food infused with Korean flavours.  Popular menu items include the Bulgogi Burger, Shrimp Burger, Korean-style fried chicken, and the cherry milkshake, among others. 

The brand has a strong presence in countries such as Vietnam, Laos, Myanmar, and Mongolia, where it continues to expand by adapting to local tastes while maintaining its distinctive identity. With the Serai Group at the helm in Malaysia, Lotteria may be expected to undergo a thoughtful localisation process to better suit Malaysian palates and dietary preferences. 

In line with Serai’s established reputation for halal-certified central kitchen, there is strong potential for the Malaysian Lotteria menu to reflect the country’s diverse and inclusive food culture. The franchise deal was signed at Lotte World Tower in Seoul, symbolising a significant culinary partnership between the two companies. 

Serai Group’s Managing Director, Datuk Mohd Najib Abdul Hamid, described the collaboration as “an opportunity to localise global favourites in a way that resonates with Malaysian tastes and values.”

While the agreement currently applies exclusively to Malaysia and does not permit sub-franchising, it marks a major milestone in the growing popularity of Korean cuisine within the region.

Further details regarding the first Lotteria outlet — including its location, launch date, and menu — will be announced in the coming months.

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