Kuala lumpur: Lotteria, the burger chain operated by Lotte Group affiliate Lotte GRS Co., announced the launch of its first outlet in Malaysia as part of its strategic overseas expansion.

According to Yonhap News Agency, Lotte GRS signed a master franchise agreement in August with local retailer Serai Group to introduce the brand to the Southeast Asian market. This agreement allows the franchisee to not only open and operate outlets within the designated territory but also sub-franchise those rights to third parties.

Following the launch of its inaugural store in Malaysia, Lotte GRS revealed plans to establish 30 Lotteria outlets in the country over the next five years. Additionally, the company is set to open its first outlet in Singapore next year as it seeks to accelerate its growth in Asian markets.

Lotte GRS currently manages approximately 1,300 outlets in South Korea and operates 320 overseas stores in countries such as Vietnam, Myanmar, Laos, Malaysia, Mongolia, and the United States. The company's first U.S. outlet opened in Orange County, California, in August.

A company official stated, "We will focus on growing into a global K-franchise company by exploring new markets in Southeast Asia and ensuring stable operations of our first U.S. outlet."