Eight domestic franchise firms participate

B2B consultations, site surveys held in Almaty

Event aims to expand service and cultural exports

A view of the consultation hall at the Kazakhstan K-Franchise Entry Road Show [KOTRA]
A view of the consultation hall at the Kazakhstan K-Franchise Entry Road Show [KOTRA]

South Korean franchise companies are exploring opportunities in Kazakhstan as K-food gains popularity across Central Asia.

The Korea Trade-Investment Promotion Agency (KOTRA) announced Thursday that it held the "Kazakhstan K-Franchise Entry Road Show" in Almaty on June 23. Eight domestic franchise companies seeking overseas expansion took part in the event.

KOTRA expanded the road show to Kazakhstan this year after confirming the potential of the Central Asian market through a similar K-franchise event held in Mongolia last year. The agency aims to channel growing consumption of K-food and Korean content into entry opportunities in the food service and service sectors.

Central Asia is a region where population growth and consumer market expansion are occurring simultaneously. The combined population of the five Central Asian countries — Kazakhstan, Uzbekistan, Turkmenistan, Kyrgyzstan and Tajikistan — exceeded 80 million as of 2024 and is projected to surpass 100 million by 2050.

Among those five countries, Kazakhstan has the most active Korean franchise presence. It currently hosts 62 K-franchise stores, the highest count in Central Asia. The local franchise market is estimated at around $3 billion, with foreign brands accounting for more than 70 percent of the total.

Fast food, cafes and apparel in particular show strong consumer preference for overseas brands, leaving room for Korean franchise operators to enter. A growing base of young consumers already familiar with Korean-style fried chicken, bakeries and cafe culture through K-content is also cited as a positive factor.

At the road show, participating South Korean companies held B2B consultations with local Kazakhstani buyers and food service franchise operators. They also conducted on-site surveys of major commercial districts, assessing locations, consumer foot traffic and the competitive landscape.

Local food service industry representatives expressed interest in introducing Korean franchises, inquiring about contract terms, operating models and the possibility of master franchise arrangements. Some attendees also sought details on the procedures and initial investment conditions required to open local stores.

KOTRA believes K-franchises in Central Asia could do more than export food brands — they could also help spread Korean consumer goods and cultural content in the region. As more local stores open, there is potential for follow-on exports of related items such as food ingredients, sauces and packaging materials.

"Central Asia, where population and income growth are pronounced and awareness of K-culture is rising, can serve as a forward base for expanding K-franchises overseas," said Hong Du-young, head of KOTRA's CIS regional headquarters. "By expanding K-franchise entry, we will build a virtuous cycle in which K-culture spreads on top of K-products, creating favorable conditions for companies' exports."


kwater@heraldcorp.com