S. KOREA | Chipotle Mexican Grill announced the opening of its first restaurant in Asia in Seoul, South Korea, in partnership with Sangmidang Holdings.
South Korea will serve as a reference market for expansion across Asia, establishing a model for how the brand can enter new markets while maintaining its culinary and operational standards.
The two companies will run Chipotle's South Korean business through their joint venture, S&C Restaurants Holdings.
Chipotle selected South Korea for its highly engaged and discerning consumers, sophisticated restaurant culture and strong appreciation for authenticity and ingredient quality. The market will provide an opportunity to demonstrate how Chipotle's Food with Integrity principles and culinary approach can resonate across Asia.
"Asia represents a significant growth opportunity for Chipotle, with strong demand for variety, convenience and real food prepared fresh and served fast," said Scott Boatwright, Chief Executive Officer of Chipotle.
"South Korea, in particular, is an ideal market to introduce Chipotle to the region, and we see tremendous potential to grow from here. As we scale across Asia, we will remain focused on what has always differentiated Chipotle, a delicious, customisable meal at a value you can't find anywhere else."
The partnership has combined Sangmidang Holdings' extensive restaurant industry, operational and South Korean market knowledge with Chipotle's culinary expertise.
Hee-soo Hur, President and Chief Vision Officer (CVO) of Sangmidang Holdings, was thrilled to bring the offering to South Korean consumers after tremendous anticipation for the brand's arrival.
Customers in Seoul can customise burritos, bowls, tacos, quesadillas and salads with familiar Chipotle ingredients and recipes, bringing the brand's signature menu to South Korea.
In partnership with Sangmidang Holdings, Chipotle plans to continue its expansion with two more locations in South Korea by the end of 2026, followed by its first restaurant in Singapore in 2027.
