Serai Group Sdn. Bhd., a leading name in Malaysia’s food and beverage industry, has officially entered into a strategic partnership with South Korea’s LOTTE GRS to introduce the internationally celebrated burger franchise, LOTTERIA, to Malaysian shores.
The milestone agreement was formalised during a signing ceremony at the iconic Lotte World Tower in Seoul, graced by senior executives from both companies, including Mr. Woo-Chul Cha, CEO of LOTTE GRS, and Yang Berbahagia Datuk Mohd Najib Abdul Hamid, Managing Director of Serai Group.
Under the terms of the partnership, Serai Group will open 30 LOTTERIA outlets nationwide within the next five years, with the very first Malaysian LOTTERIA scheduled to welcome guests by end-2025. This expansion marks LOTTE GRS’s latest step in its Southeast Asian growth strategy, having already achieved success in Vietnam, Myanmar, Laos, and Mongolia.
“We are honoured to partner with LOTTE GRS in introducing LOTTERIA to Malaysia,” said Datuk Mohd Najib during the ceremony. “This collaboration unites two strong brands — Serai Group’s deep understanding of Malaysian tastes and LOTTERIA’s track record of global innovation and success.”
A Korean Fast-Food Icon Comes to Malaysia
Founded in 1979, LOTTERIA has become one of South Korea’s most beloved quick service restaurant (QSR) brands, renowned for its creative burger concepts, quality ingredients, and unique flavour profiles. With this Malaysian debut, the brand aims to merge its distinctive K-burger identity with local culinary sensibilities — ensuring every bite is both internationally inspired and locally resonant.
Datuk Mohd Najib emphasised the venture’s significance beyond food:
“This is more than a franchise launch — it’s about localising global favourites in ways that reflect Malaysian tastes and values. It’s also an opportunity to deepen economic and cultural ties between Malaysia and Korea.”
LOTTE GRS CEO, Mr. Woo-Chul Cha, added:
“Through this strategic partnership, we aim to deliver a distinctive LOTTERIA experience to Malaysian customers and drive the sustainable growth of our brand in this exciting market.”
A New Chapter for Serai Group
Best known for homegrown brands such as Serai, Jibby & Co, and Jibby Chow, Serai Group views this partnership as a chance to redefine Malaysia’s fast-food scene. With its focus on innovation, quality, and localisation, the group aims to create a vibrant, dynamic QSR experience unlike anything currently in the market.
The launch of LOTTERIA in Malaysia not only signals Serai Group’s expansion into the global franchise arena but also its continued mission to bring world-class dining experiences to Malaysian diners.