South Korean fast-food chain Lotteria is set to make its debut in Malaysia by the end of this year, following a strategic partnership with local company Serai Group.

Under the agreement, Serai Group will hold exclusive rights to open and operate Lotteria outlets across Malaysia, with the added ability to sub-franchise the brand to third parties. 

The expansion is part of Lotteria’s broader push into Southeast Asia, led by parent company Lotte GRS Co, a subsidiary of South Korea’s Lotte Group.

Lotte GRS reportedly plans to open 30 additional Lotteria outlets throughout Malaysia over the next five years.

This move follows feasibility visits conducted in early 2023 by Lotte GRS executives, including CEO Cha Woo-cheol, as the company explored master franchise opportunities in both Malaysia and Singapore. The visits reflected a growing ambition to expand beyond Lotteria’s established overseas markets, including Vietnam, Myanmar, Laos, and Mongolia.

Lotteria has been operating in Vietnam since 1998 and remains a key market for the brand. According to Lotte Group’s 2024 financial report, there are 253 Lotteria outlets operating across Vietnam.

In addition to its expansion in Southeast Asia, Lotte GRS is preparing to launch its first US outlet in Orange County, California, in mid-August.