Once The Hype Dies Down Korean Fried Chicken Chains In Malaysia Are Under Threat Of Closing Down

---

 
FOMO – the fear of missing out.
This very real modern-day phenomena is defined by Oxford Languages as “anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on social media”.
This phenomenon can readily be seen when large crowds descend on flash new restaurants proclaiming to offer tantalising new flavours to excite discerning tastebuds or some such similar hyperbole.
The cautionary tale here is that when the hype dies down, many a restaurant face empty dining rooms and expensive rentals in upmarket locations or snazzy retail malls.
This was precisely the reaction of online entrepreneur Roman Akromovich (@SyedAkramin) who was referring to a post on X regarding the closure of Kyochon in Sunway Pyramid.

It once had long queues waiting for a table but it is set to be replaced by Sushi King and Beryl’s Café.
The digital creator predicted that 4Fingers and Mr. Dakgalbi will follow next as customers go in search of the next new hot item to excite their palettes as well as their social media followers.
The post has already generated 995.3K views at time of writing, underlining that many Malaysians had plenty to share about the national obsession with food.
Some commenters chimed in with other brands they felt that might go under post-opening ballyhoo.

There were those who disagreed with the poster on 4Fingers though, claiming that the food served was still tasty despite the higher price. One commenter even proclaimed it to be the “source of her mother’s happiness” and hoped that the chain will survive.


But there were a few dissenters on 4Finger’s quality and value for money – especially its “tiny portion” and “overpriced chicken drummets (selling at RM20 for six pieces)”.

According to one commenter, a study by her professor confirms the poster’s observation. Many new outlets will do a roaring trade for three months before the hype cools off and the customer traffic slows to a trickle.

It was also surmised that new outlets will use guerilla marketing to create initial hype to attract customers before many realise the food is overpriced and can be done cheaper at home.
When these foodies are no longer bothered, they will again end up dining “at their local mamak or tomyam eateries”.

One commenter even predicted the end for all Korean-related food franchises as the trend loses momentum – just like its skincare products.

Whether this observation is true or otherwise, the food & beverage (F&B) landscape is definitely a much tougher environment to navigate today.
Social media can make or break a brand. At the same time, entrepreneurs have to tackle fickle customers with ever-shorter attention spans.
One thing is for sure, there will always be brands looking to tap into Malaysians’ insatiable appetite to try new foods. Whether that translates into long term success is quite another matter. –  Focus Malaysia

---