SINGAPORE – For a decade, the sizzling success of Jinjja Chicken had many assuming it was an authentic import from South Korea. But in a surprising twist, the founder has stepped forward to reveal that the beloved Korean fried chicken chain is proudly Singaporean.
“It’s time to let people know we are 100% locally owned,” says Bernard Tay, 45, the man behind Jinjja Chicken.
Since launching in 2015, Jinjja Chicken has grown into a halal-certified restaurant chain with eight outlets in Singapore, generating approximately S$10 million annually and employing 170 staff. The brand has also expanded overseas, with franchise outlets in Malaysia, Brunei, and Indonesia, and more on the way.
Why The Founder Kept Quiet — Until Now
Tay, who co-owns the business with another Singaporean, admits he initially kept the brand’s local roots under wraps.
“There’s a stigma — if you’re not South Korean, people think you can’t cook Korean fried chicken well,” he shares.
He recalls an incident in 2017 when a customer at the Northpoint City outlet walked away after learning the owner wasn’t Korean. That moment left an impression — and led him to avoid media attention for years.
From Nonya Kuehs to Korean Fried Chicken
Before launching Jinjja Chicken, Tay spent eight years helping out in Molly’s Nonya Kuehs, his family’s food business. The leap into running his own restaurant was bold: he left the family firm, borrowed S$250,000, invested S$100,000 of savings, and opened the first Jinjja Chicken outlet in Bugis Village.
Without culinary training, Tay worked in the kitchen, peeled vegetables, washed dishes, and pulled 14-hour shifts. His motivation? A love for Korean fried chicken and a vision to bring it to Singapore at more affordable prices than typical Korean restaurants.
Startup Struggles and a Christmas Miracle
The early days were rough. In December 2015 — just two months after opening — the business was barely surviving, with only S$6,000 left in the bank and S$100,000 in supplier debt. Tay couldn’t pay staff salaries and had to let them take cash from the till.
But a blog post on Dec 23, 2015, changed everything. The very next day, long queues formed — and the outlet began to pick up momentum. By early 2016, the business stabilized, and Tay avoided having to sell his HDB flat.
Growth, Health Scares & Rebranding
Jinjja Chicken broke even in two years and expanded steadily:
- Clementi Mall (2017, closed in 2024 due to rent hike)
- Northpoint City (2017)
- Changi Airport Terminal 2 and Jewel (2019)
- Bugis+ (2022, moved from Bugis Village)
However, in 2019, Tay faced a personal crisis: three blocked arteries. He underwent angioplasty and made lifestyle changes, including avoiding work calls after hours and spending more time with family.
That didn’t stop the brand’s momentum. By 2023, Jinjja had opened outlets at Westgate, Nex, and Sengkang Grand.
Introducing Jinjja Kitchen: A Fresh Twist on Korean Favourites
In 2023, the brand debuted a new concept — Jinjja Kitchen — starting with a rebranded outlet at Changi Airport Terminal 2. The menu expanded to include heartier dishes like:
- Kimchi Tofu Jiggae ($13.90)
- Yuzu Tea ($4.50)
- Korean Chicken Sourdough Pizza ($13.90)
- Bulgogi Beef Sourdough Pizza ($13.90)
The new concept launched its second outlet at Our Tampines Hub in February 2025, with a third opening at Jurong Point this August. Tay’s goal: to open five Jinjja Kitchen outlets and expand further into Thailand, Vietnam, China, and Australia via franchising.
Staying Grounded, Staying Hungry
Despite his success, Tay remains humble.
“Part of being an entrepreneur is fearing that your business might fail. That fear keeps me on my toes,” he says. “After 10 years, I still go to work motivated to do my best every day.”
His story is not just about Korean fried chicken — it’s about resilience, innovation, and challenging stereotypes. Tay’s journey proves that a Singaporean can cook up an international success — even in someone else’s cuisine.
Where to Find Jinjja Chicken
Find Jinjja Chicken and Jinjja Kitchen at various locations across Singapore, including:
- Bugis+
- Northpoint City
- Jewel Changi Airport
- Westgate
- Nex
- Sengkang Grand
- Festive Mall (Our Tampines Hub)
- Coming soon: Jurong Point (August 2025)
Final Bite
Jinjja Chicken’s success isn’t just finger-licking good — it’s a delicious reminder that Singaporean brands can go global, even in niches where authenticity is fiercely guarded. Bernard Tay has proven that passion, perseverance, and product quality will always rise to the top.
