Salady Pushes Global Expansion as Korea's No. 1 Salad Franchise Eyes New Markets

SEOUL, June 4, 2026 — Salady, South Korea's top-ranked salad franchise co-founded by CEOs Ahn Sang-won and Lee Kun-ho, is pushing forward with an aggressive international expansion strategy, securing master franchise agreements across Southeast Asia and entering the North American market as demand for Korean-style healthy dining surges worldwide.

The brand's global push marks a defining chapter for a company that started in 2013 when two university students opened a small restaurant in a back alley of Seoul with an untested idea: salad as a main meal. That concept now powers a network of more than 300 stores in South Korea and a growing overseas footprint that spans the United States, Taiwan, and the Philippines.

Salady Global Expansion Driven by Franchise-Led Growth Model

Salady's overseas strategy centers on master franchise agreements with established local operators rather than company-owned stores. The model allows the brand to enter new markets faster while relying on partners with on-the-ground knowledge of local consumer behavior.

In January 2026, Salady opened its first store in the Philippines through a master franchise deal with Palette Passion Inc. The debut location launched at SM Megamall's Mega Fashion Hall in Manila, offering dine-in seating alongside the brand's full menu of Korean-style salad bowls and wraps.

Oh Se-deok, head of Salady's overseas business division, said the Philippine market was a calculated choice. "The Philippines is a region where the wellness dining market is growing rapidly, centred on a young and dynamic consumer base," he said. "Through cooperation with our local partner, we will introduce premium ingredients and differentiated Korean-style healthy dining menus, and naturally spread Korea's healthy food culture into daily life around the world."

From Seoul Back Alley to 30,000 Daily Customers

Salady's origin story is one of the more unusual in the Korean franchise industry. The founders launched their first store near Seolleung Station in Seoul in 2013, at a time when eating salad as a full meal was far outside the Korean food mainstream. Growth was slow at first it took four years to reach 10 locations.

The pace shifted dramatically after 2020. The brand opened its 100th store that year and then reached the 200th and 300th milestones at roughly 10-month intervals, riding a broader wave of health consciousness among Korean consumers. Today, Salady serves more than 30,000 customers daily across its domestic network.

The brand has also earned sustained recognition in South Korea's competitive food franchise sector. It ranked first in the Korea Satisfaction Consumer Index for four consecutive years and holds a Brand Award from the Korea Agro-Fisheries and Food Trade Corporation. The Small Business Corporation has selected it as a promising franchise for two consecutive years.

Korean Food Culture Fuels Salady's International Appeal

Salady's menu blends Korean culinary tradition with global fast-casual formats. Signature items include the Bulgogi Bibim Grain Bowl, the Bulgogi Soba Bowl, and a line of Mexican-style wraps. Customers can also build their own bowls and wraps by selecting from a range of proteins, sauces, and vegetables a format that travels well across markets.

The brand's appeal internationally draws from the same current powering K-pop, K-beauty, and K-drama globally. Korean convenience store operators CU and GS25 have both recorded significant overseas growth in 2026, with CU surpassing 800 international locations in June of this year. Salady's expansion fits into this broader pattern of Korean consumer brands leveraging global cultural interest in Korean lifestyle.

In the United States, Salady operates a location in Westminster, Colorado, positioning Korean-inspired healthy fast food alongside domestic competitors in the growing wellness dining category.

GFFG Acquisition Adds Investment Backing to Expansion Plans

Salady's international ambitions gained financial muscle in December 2024 when food and beverage platform GFFG completed a buyout transaction with the company, according to investment data from PitchBook. Highland Equity Partners also holds a stake in the brand. The backing of institutional investors signals confidence in Salady's capacity to scale beyond its home market.

With the Philippines now open and operations running in the United States and Taiwan, Salady appears positioned for further Southeast Asian entries. The brand's franchise model, proven domestically across more than 300 stores, provides the operational infrastructure to support that growth.

As Korean food culture continues to gain traction globally, Salady's push abroad reflects a calculated bet that the same appetite driving the domestic healthy dining market is replicating itself across Asia and beyond.

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