J Concept 5th Anniversary Official Article “The Only One in Your Mind” A Brand That Wins Customers’ Hearts 5 Years of Trust, a Shared Journey, and the Beginning of a New Adventure
J Concept Co., Ltd., the operator behind Thailand’s beloved Korean fried chicken brand GUGU Chicken, will celebrate its 5th anniversary on April 21, 2025.
Since entering the Thai market in 2020, J Concept has pursued its mission of becoming “The only one in your mind” focusing on delivering authentic Korean dining experiences that revolve around people, shared moments, and memorable experiences that leave lasting impressions.
Building on this mission, one of the company’s key strategies has been its commitment to direct management of all stores, ensuring consistent quality control and service standards, which has become a core strength in building customer trust.
Reflecting this continued growth, GUGU Chicken currently operates 32 directly-managed stores across Thailand and is on track to reach 40 stores by the end of this year.
Building brand trust through direct management
Mr. Jungsuk Suh, CEO of J Concept, remarked on the company’s 5th anniversary, saying, “The past five years have been made possible thanks to the trust and support from our loyal customers and partners. From the very beginning, we have adhered to our principle of direct store management, taking full responsibility for maintaining quality and earning
trust from our customers.”
He added, “We believe that the essence of a dining brand lies in the people who create it. Moving forward, we will continue to challenge ourselves, innovate, and build a structure that allows us to grow together with our partners while remaining the most beloved brand for our customers.”
Authentic Korean flavors and expanding the Korean dining experience in Thailand
To deliver on its promise of authenticity, J Concept imports essential ingredients for GUGU Chicken from Korea.
Beyond fried chicken, the menu also features iconic Korean street food dishes such as Tteokbokki, Kimmari, Mozzarella Cheese Ball, and Fried Fish cake, enriching daily dining with cultural experiences that reflect the soul of Korean cuisine. GUGU Chicken differentiates itself with delightful offerings of nine unique flavors of fried chicken to satisfy all tastes.
Mr. Suh further stated, “From recipe development to ingredient selection and service delivery, we have applied strict quality control standards throughout every process. We will continue to do our best to ensure customers leave our stores with happy memories and a unique brand experience.”
Celebrating 5th Anniversary
In celebration of its 5th anniversary, J Concept is preparing a special customer appreciation event. Customers visiting GUGU Chicken stores will receive a limited-edition GUGU Chicken bandana as a token of appreciation.
Comprehensive logistics system drives business growth
Supporting its culinary and operational excellence, J Concept manages its own logistics arm,
J Logis Co., Ltd., which operates under the slogan “Fresh Food ‒ Fast.”
This in-house logistics network guarantees swift and temperature-controlled deliveries to all GUGU Chicken stores.
Looking ahead, J Logis plans to expand its business scope beyond B2B supply to include premium food product sales for B2C customers.
Smart office culture
As for its organizational culture, J Concept has been reinforcing work efficiency and flexible collaboration by introducing a smart office system and building a digital-based work environment under the slogan “Better Together.” All employees practice the company’s core values, FIRST (Fun, Improvement, Respect, Standard, Trust), creating an enjoyable team-centered working environment.
Franchise expansion and future strategy
After completing its goal of operating 40 directly-managed stores this year, J Concept plans to launch its full scale franchise business next year, expanding its brand presence and nurturing connections with new business partners.
J Concept will continue to grow hand in hand with its customers, partners, and employees, striving to become “The only one in your mind.”
Embracing every new challenge with passion, purpose, and an innovative spirit will propel the company towards its vision to become a leader in the Thai dining market.
