Lotteria, South Korea’s homegrown burger chain operated by Lotte GRS, is making its official entry into Singapore as part of a broader push to expand its global footprint beyond its core Asian markets.
According to Singapore-based food and beverage company Katrina Group, Lotteria will open its first Singapore outlet on February 11 at Jewel Changi Airport, one of the city-state’s most prominent retail and tourism landmarks. The launch follows a master franchise agreement signed between the two companies last year.
Jewel Changi Airport, which is directly connected to Changi International Airport, attracts more than 70 million travelers annually and is widely regarded as a proving ground for international consumer brands. Industry observers say Lotteria’s decision to debut at the airport complex reflects a strategy focused more on global brand visibility than short-term sales performance.
Opening at such a high-profile location places the brand in front of a global audience, signaling Lotteria’s ambition to compete beyond its traditional Asian strongholds as a Korean fast-food brand with international aspirations.
In Singapore, Lotteria plans to emphasize its “K-burger” identity, led by signature menu items such as the bulgogi burger and shrimp burger, which blend Korean flavors with Western fast-food formats. Korean-style fried chicken and other menu items that have performed well in overseas markets are also expected to be introduced. The company said it will gradually roll out localized offerings tailored to Singaporean consumer preferences, leveraging Katrina Group’s experience in operating international food brands.
Lotteria’s global expansion strategy has been shaped through a phased approach. In the United States, the brand has operated stores primarily in areas with large Korean-American populations, using those locations to test overseas demand for Korean-style fast food while accumulating operational experience in a highly competitive market.
Its most notable overseas success to date has come in Vietnam, where Lotteria operates more than 270 stores and holds the leading market share in the country’s fast-food sector. The Vietnam business is widely viewed as proof that the company’s localized franchise model can scale effectively outside Korea.
Against that backdrop, industry analysts see Singapore less as a volume-driven market and more as a strategic gateway. The city-state’s role as a financial, logistics and tourism hub makes it an attractive launchpad for brands seeking broader regional and global expansion.
Chau Chi Keung, chairman of Katrina Group, said the company plans to expand Lotteria’s presence across Singapore following the Jewel Changi opening, citing long-term growth potential for the Korean burger brand in the market.
A Lotte GRS spokesperson described Singapore as a critical testing ground for global growth, adding that the company aims to demonstrate the competitiveness of Korean-style burgers on the world stage by building on experience gained in the United States and Vietnam.
