LOTTERIA Makes Malaysian Debut Through Strategic Partnership with Serai Group
Serai Group Sdn. Bhd. is partnering with South Korea’s LOTTE GRS to bring the globally celebrated burger franchise, LOTTERIA, to Malaysia. This collaboration marks a significant milestone in Serai Group’s continued growth as a key player in the Malaysian food and beverage (F&B) industry.
The signing ceremony, held at the iconic Lotte World Tower in Seoul, was attended by senior executives from both companies, including Mr. Woo-Chul Cha, CEO of LOTTE GRS and Serai Group Managing Director, Yang Berbahagia Datuk Mohd Najib Abdul Hamid.
Under this partnership, Serai Group plans to open 30 LOTTERIA outlets across Malaysia within the next five years, with the first store slated to open by the end of 2025. The initiative is part of LOTTE GRS’s wider ambition to expand its K-burger footprint across Southeast Asia and beyond.
Recently, LOTTERIA tapped into the unstoppable wave of K-Culture with a collaboration featuring Tomorrow X Together (TXT), one of K-pop’s most dynamic boy bands. The collaboration blends LOTTERIA’s signature K-BURGER with TXT’s trendsetting style, creating a buzz that feels fresh, fun, and very now. For Malaysian fans, it’s a tantalising preview of the energy and flavour LOTTERIA will soon bring here.
“We are honoured to partner with LOTTE GRS in introducing LOTTERIA to Malaysia,” said Datuk Mohd Najib during the ceremony. “This partnership unites two strong brands with complementary strengths, Serai Group’s deep understanding of Malaysian palates and LOTTERIA’s proven innovation and success in global markets.”
Founded in 1979, LOTTERIA is one of South Korea’s most beloved QSR (Quick Service Restaurant) brands. With successful entries into markets like Vietnam, Myanmar, Laos and Mongolia, the brand now turns its sights to Malaysia, bringing with it a commitment to both localization and quality.
Serai Group, known for homegrown F&B brands such as Serai, Jibby & Co and Jibby Chow, sees this partnership as more than a franchise launch. It is an opportunity to introduce a fresh, dynamic fast-food experience that blends international appeal with local sensibilities.
“We see this as more than a brand launch, it’s an opportunity to localize global favourites in a way that resonates with Malaysian tastes and values,” Datuk Mohd Najib added.
Serai Group is optimistic about the potential of this venture, not only in F&B but in paving the way for deeper commercial cooperation between Malaysian and Korean enterprises.
Mr. Woo-Chul Cha commented, “Through this strategic partnership, we aim to deliver a distinctive LOTTERIA experience to our customers and drive the sustainable growth of the LOTTERIA brand in Malaysia.”
This partnership reflects Serai Group’s continuous pursuit of innovation in the culinary space and its mission to deliver elevated experiences to Malaysian diners.
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