In a landmark move for the Malaysian food and beverage (F&B) sector, Serai Group Sdn. Bhd. has announced a strategic partnership with South Korea’s LOTTE GRS to introduce the iconic fast-food chain, LOTTERIA, to Malaysian shores.

The partnership was formalised during a signing ceremony at the prestigious Lotte World Tower in Seoul. The event was attended by senior leadership from both companies, including LOTTE GRS CEO Mr Woo-Chul Cha and Serai Group Managing Director Yang Berbahagia Datuk Mohd Najib Abdul Hamid.

Fast-Food Expansion

As part of the agreement, Serai Group will open 30 LOTTERIA outlets across Malaysia over the next five years. The first is set to launch by the end of 2025. The expansion forms part of LOTTE GRS’s broader strategy to grow its K-burger presence throughout Southeast Asia and beyond.

“We are honoured to partner with LOTTE GRS in introducing LOTTERIA to Malaysia,” said Datuk Mohd Najib. “This partnership unites two strong brands with complementary strengths – Serai Group’s deep understanding of Malaysian palates and LOTTERIA’s proven innovation and success in global markets.”

Established in 1979, LOTTERIA is a household name in South Korea’s quick service restaurant (QSR) industry, with successful ventures in Vietnam, Myanmar, Laos and Mongolia. Its entry into Malaysia signifies a continued commitment to combining international expertise with local relevance.

New F&B Experiences

Serai Group, known for cultivating homegrown brands such as Serai, Jibby & Co and Jibby Chow, views the collaboration as a chance to offer Malaysians a new, dynamic fast-food experience that blends global appeal with local tastes.

“We see this as more than a brand launch – it’s an opportunity to localise global favourites in a way that resonates with Malaysian values,” Datuk Mohd Najib added.

Mr Woo-Chul Cha echoed this sentiment, stating, “Through this strategic partnership, we aim to deliver a distinctive LOTTERIA experience to our customers and drive sustainable growth for the brand in Malaysia.”

The partnership reflects Serai Group’s ongoing drive to innovate within the culinary space and its vision to elevate dining experiences for Malaysian consumers.