Anyone who watches Korean dramas has probably been "burned" by Goobne before, right? Just like us, every time Business Proposal cuts to lead character Shin Ha-ri's home, doesn't it always make you crave roast chicken? Alright! Let's introduce Goobne Chicken — a hugely popular roast chicken chain with over 1,000 locations across Korea. Just how good is it?

Endorsed by popular Korean celebrities, fame spreading worldwide

Years ago, the drama My Love from the Star sparked a fried chicken craze, with "chicken and beer" becoming the era's biggest catchphrase: "It's snowing — how could you not have chicken and beer?" That line added a whole new label to Korea, and trying real Korean fried chicken with beer became a must-do item on every traveller's list.

There's another reason fried chicken became so beloved in Korea — Korea's run to the semifinals in the 2002 World Cup. At the time, an ad slogan for a fried chicken brand said, "Watching football means having chicken and beer," and in that atmosphere, "chicken and beer" (chimaek) quickly caught on nationwide.

Goobne Chicken, once endorsed by "visual genius" Cha Eun-woo, "nation's little sister" Park Bo-young, and top groups like Girls' Generation and EXO, is one of Korea's most popular roast chicken chains. After bringing on EXO as brand ambassadors, sales hit ₩110 billion within 11 months. Bringing on famous Korean celebrities as brand ambassadors has gradually become a key marketing strategy for Korean fried chicken chains to win over customers both at home and abroad.

Marketed as healthy and low-calorie, yet still delicious

▲Korean BBQ roast chicken
▲Honey curry roast chicken
▲Spicy crispy roast chicken
▲Triple cheese roast chicken

In Korea's fiercely competitive fried chicken market, Goobne Chicken markets itself as different from other chains, focusing on healthy roast chicken that stays tender, juicy, and crispy even without deep-frying. It's said this comes from a "secret seasoning" coating made with a base of gochujang, Korea's beloved chili paste — and that distinctive, spicy flavour has earned widespread praise, carving out a truly unique spot in the Korean market. Its fame has even spread internationally, with locations opened in Japan, mainland China, Hong Kong, Macau, Vietnam, Malaysia, and India! You have to admit — Goobne is genuinely impressive!

Not just roast chicken — the side dishes are a highlight too

Beyond its famous roast chicken in multiple flavours, Goobne Chicken also offers plenty of other delicious non-chicken dishes! Their "spicy rice cakes" (tteokbokki), served with Korean glass noodles and a secret sauce, is another fan favourite. The restaurant also offers several flavour variations of tteokbokki for you to choose from!

Another one of Goobne Chicken's popular menu items is the "special egg roll" — said to be a must-order for every customer. The thick, satisfying texture will have you reaching for bite after bite, and the portion is so generous it's really more of a full dish than a mere snack!

We really hope Goobne opens a location in Taiwan someday. If you're planning a trip to Korea soon, be sure to add this to your itinerary and give it a try! If reading this has got you tempted, pack your bags and grab a no-throttle Korea data SIM, and you're all set to go!

Further reading:
>> Before visiting attractions in Seoul, Korea, get to know the internet, transport, payment methods and must-have apps
>> Comparing Korea's top 3 internet plans: how to pick a data SIM for a fast, smooth trip to Korea
>> The complete Korean food map: must-try dishes that will make you fall in love with Korea's traditional flavours