Chipotle Mexican Grill has entered Asia, opening its first restaurant in Seoul, South Korea, positioning the market as a launchpad for its regional expansion.

In partnership with Sangmidang Holdings (formerly SPC Group), Chipotle plans to open additional restaurants in the country by year-end, followed by its first Singapore location next year.

Chipotle CEO Scott Boatwright described South Korea as the “ideal market” for the brand’s entry into the region, citing its long-term growth potential.

“Asia represents a significant growth opportunity for Chipotle, with strong demand for variety, convenience, and real food prepared fresh and served fast,” Boatwright said.

Known for its made-to-order burritos, bowls, tacos, quesadillas, and salads, Chipotle lets customers customise their meals using freshly prepared ingredients with no artificial colours or preservatives.

“Chipotle offers a distinctive dining experience centred on choice, quality and the freedom for every guest to create a meal that reflects their individual tastes,” added Hee-soo Hur, president of Sangmidang Holdings.

“We are proud to introduce the brand to Asia and committed to delivering the authentic Chipotle experience our guests expect.”

• Further reading: Massimo Dutti opens first street-level flagship in South Korea.