Bonjuk Master Franchise (MF) Business Expansion in Saudi Arabia, Qatar, and Dubai
On March 14, BonWorld signed a memorandum of understanding (MOU) with Joy Group to launch Bonjuk’s master franchise (MF) business in Saudi Arabia, Qatar, and Dubai. This partnership is expected to accelerate the spread of K-FOOD in the Middle East market.
The agreement is seen as a strategic decision that reflects the growing demand for Korean cuisine in the Middle East and the preference for healthy and balanced diets among consumers. BonWorld plans to collaborate with local partners to introduce customized menus that consider local tastes and cultural characteristics while maintaining the brand identity of Bonjuk.
Joy Group, a food import and distribution company based in Qatar, distributes about 1,200 products to 1,200 retail stores across Qatar. They also operate the “RAMEN” restaurant brand in Qatar and Saudi Arabia, contributing to promoting K-FOOD in the region.
Based on a deep understanding of the restaurant trends and consumer needs in the Middle Eastern market, the companies aim to strengthen their strategic cooperation to successfully establish the Bonjuk brand in the local market.
Choi Bok-yi, CEO of BonWorld, stated, “Through this agreement, we aim for Bonjuk to achieve even greater growth in the Middle East, and we will do our best to ensure K-FOOD is recognized worldwide.”
Since 2022, BonWorld has strengthened its position in the global market through MF agreements in Taiwan, Madagascar, Ontario (Canada), and Israel. With a strategy tailored to the tastes of global consumers and modern food culture, the company carries out its mission of “helping the health of people around the world through healthy Korean food.” Expanding into the Middle East is part of this global expansion strategy.
A BonWorld spokesperson remarked, “The Middle East will be a key strategic hub for the spread of K-FOOD. We will do our best to make Bonjuk a more familiar brand for Middle Eastern consumers through this agreement.”
BonWorld is involved in the overseas franchise operations of its brand and the export of convenience food products. As of March 2025, the company operates 30 stores across 15 countries and exports convenience food products to 10 countries. BonWorld plans to continue expanding into international markets and strengthen partnerships to grow as a global K-FOOD brand.
