Kyochon Food & Beverage demonstrates its signature brush-glazing cooking technique during a special session at the 2026 Taiwan International Travel Fair. [Kyochon Food & Beverage]
Kyochon Food & Beverage demonstrates its signature brush-glazing cooking technique during a special session at the 2026 Taiwan International Travel Fair. [Kyochon Food & Beverage]

Kyochon Food & Beverage made its debut at Taiwan's largest tourism trade show, unveiling an experiential program called "Kyochon 1991 School."

The company said it showcased K-chicken-themed culinary tourism content at the 2026 Taiwan International Travel Fair, held over four days from Saturday through Tuesday at the Nangang Exhibition Center in Taipei.

The Taiwan International Travel Fair is the island's largest international tourism expo, organized by the Taiwan Visitors Association. This year marked its 40th edition, drawing participants from 123 countries and cities across more than 1,600 booths. Kyochon joined South Korean local governments and tourism councils under the slogan "Enjoy K-Local" to promote Korean food culture.

Over two days, the company held 30-minute presentation sessions on the main stage of the Korea Pavilion, covering its brand story, cooking methods and experiential programs. It also introduced a program at the Kyochon Food & Beverage Osan Education Center in Osan, Gyeonggi Province — which opened in January — featuring robot cooking demonstrations, hands-on cooking experiences and tastings.

At the on-site booth, visitors took part in the "Kyochon 1991 School" experience and tasting event, trying their hand at the brand's signature brush-glazing technique — applying sauce to each piece of chicken with a brush. Using chicken flown in daily from its local Taiwan stores, Kyochon offered tastings to more than 400 people over the four days.

The company also ran events tied to its local stores. Working with its master franchise partner in Taiwan, Kyochon held a survey participation event and distributed 5,000 chicken coupons redeemable at Kyochon locations in Taiwan.

"We will continue to expand cooperation with the global tourism industry and broaden our touchpoints with customers overseas," a Kyochon Food & Beverage official said.


andy@heraldcorp.com