KUALA LUMPUR, South Korea’s Lotte Corp, through its subsidiary Lotte GRS, is set to bring its popular burger chain Lotteria to Malaysia in partnership with Serai Group Sdn Bhd.
The move is part of Lotte’s plan to grow its K-burger presence across Southeast Asia and beyond.
The partnership, formalised at the Lotte World Tower in Seoul, marks a major step in Serai Group’s expansion within Malaysia’s food and beverage industry. Under the deal, Serai Group will open 30 Lotteria outlets nationwide over the next five years, starting with the first branch by the end of 2025. The agreement does not allow sub-franchising or operations outside Malaysia.
Founded in 1979, Lotteria is among South Korea’s most popular quick-service restaurant brands, with a strong presence in Vietnam, Myanmar, Laos and Mongolia. Its Malaysian debut will focus on adapting the menu to local tastes while maintaining its signature quality.
Serai Group, known for brands such as Serai, Jibby & Co and Jibby Chow, sees the venture as more than just launching a new franchise.
“This is a chance to offer Malaysians a unique fast-food experience that combines global favourites with local flavours,” said Serai Group managing director Datuk Mohd Najib Abdul Hamid.
Lotte GRS chief executive officer Woo-Chul Cha said the company is committed to ensuring Lotteria’s successful localisation and long-term growth in Malaysia.
