Genesis BBQ subsidiary launches K-chicken deli brand Seoul Dakbang at The Hyundai Seoul

Partycentra, a subsidiary of Genesis BBQ Group, said Thursday it has opened the first location of Seoul Dakbang, a K-chicken deli brand, at The Hyundai Seoul in Yeouido.

Seoul Dakbang is the second brand Partycentra has launched, following I Can Reboot. The brand was conceived to bring Seoul's sensibility and a range of flavors to familiar chicken dishes. Its slogan — "Thursday, the most curious chicken in Seoul" — signals its intent to offer a distinctive chicken experience to customers at The Hyundai Seoul who seek new tastes and brand experiences.

The flagship menu is the Signature Crispy, a line of oven-roasted chicken available in five flavor varieties: Seoul Gold, the classic base option; Seoul White, enriched with truffle butter; Seoul Red, seasoned with charcoal smokiness and spicy chili; Seoul Black, featuring dried seaweed; and Seoul Amber, a Seoul-style yangnyeom chicken.

The menu also includes K-Whole Drumstick Chibap, which pairs chicken with rice, and the Seoul Wing Sampler, which lets customers try multiple chicken varieties at once. Four salad options round out the selection.

Seoul Dakbang's menu centers on oven-cooked preparations, and the store operates primarily as a takeout outlet. Partycentra manages freshness and quality through its central kitchen production system in Namyangju.

"This is a brand that captures Seoul's sensibility and diverse flavors in chicken, offering something familiar yet unlike anything before," Partycentra CEO Yun Ji-hyeon said. "We will grow it into a new K-chicken deli brand that represents Seoul."