A view of the Lotteria Seoul National University Station outlet. Under the partnership, Serai Group plans to open 30 Lotteria restaurants across Malaysia within the next five years.
Globally celebrated burger franchise, Lotteria, is being brought to Malaysia by Serai Group in a strategic partnership with South Korea’s Lotte GRS.
The signing ceremony, held at Lotte World Tower in Seoul, South Korea, was attended by senior executives from both companies, including Lotte chief executive officer Cha Woo-Chul and Serai Group managing director Datuk Mohd Najib Abdul Hamid.
Under the partnership, the group plans to open 30 Lotteria restaurants across Malaysia within the next five years, with the first store slated to open by year end.
The initiative is part of Lotte GRS’ wider ambition to expand its K-burger footprint across South-East Asia and beyond.
“We are honoured to partner with Lotte GRS in introducing Lotteria to Malaysia,” said Mohd Najib in a media statement.
“This partnership unites two strong brands with complementary strengths, Serai Group’s deep understanding of Malaysian palates and Lotteria’s proven innovation and success in global markets.”
Founded in 1979, Lotteria is one of South Korea’s most popular fast-food restaurant brands.
With successful entries into markets like Vietnam, Myanmar, Laos and Mongolia, the brand now sets its sights on Malaysia, bringing with it a commitment to both localisation and quality.
Serai Group, known for homegrown F&B brands such as Serai, Jibby & Co and Jibby Chow, sees this partnership as more than a franchise launch to introduce a fresh, dynamic fast-food experience that blends international appeal with local sensibilities.
“We see this as more than a brand launch, it’s an opportunity to localise global favourites in a way that resonates with Malaysian tastes and values,” said Mohd Najib.
The group is optimistic about the potential of this venture, not only in F&B but in paving the way for deeper commercial cooperation between Malaysian and South Korean enterprises.
Cha said, “Through this strategic partnership, we aim to deliver a distinctive Lotteria experience to our customers and drive the sustainable growth of the Lotteria brand in Malaysia.”
