In the bustling cityscape of Singapore, a vibrant tapestry of cultures and cuisines weaves through every street and alleyway. Amidst this culinary melting pot, where flavours from around the globe converge and dance on the palate, stands Jinjja Chicken—a beloved name in the realm of Korean fried chicken. It’s easy to assume that this popular chain traces its roots back to the heart of South Korea, home of the crispy delicacy.
Yet, many patrons are taken aback when they discover that Jinjja Chicken is actually a local gem, conceived right here in Singapore. This revelation often leaves customers wide-eyed, exclaiming “Jinjja?”—a Korean phrase that translates to “Really?” in English. The surprise is palpable, echoing through the chatter-filled dining spaces.
The brand’s clever blend of authenticity and local innovation has carved out a unique niche in Singapore’s competitive food scene. Jinjja Chicken’s menu offers an array of tantalising options, from spicy yangnyeom wings to savoury kimchi fries, each dish crafted with a nod to traditional Korean recipes. Yet, it remains distinctly Singaporean at its core, embodying the city’s spirit of embracing and reinventing global influences.
This unexpected origin story adds an extra layer of charm to the dining experience. Diners find themselves not only savouring delicious meals but also partaking in a delightful cultural tale. In a city where stories are as rich and diverse as the food itself, Jinjja Chicken stands as a testament to Singapore’s ability to surprise and delight at every turn.
In 2015, Bernard Tay embarked on an ambitious culinary journey, bringing to life a vision that would eventually captivate the taste buds of Singaporeans and beyond. As the driving force behind Jinjja Chicken, he crafted a brand that was destined for success. With his business partner, also hailing from Singapore, Bernard decided on a path less travelled in the bustling world of restaurants. They deliberately chose to keep their roots under wraps, allowing the brand’s reputation to speak louder than any marketing campaign.
For ten years, Jinjja Chicken grew quietly yet steadily, gaining a loyal following. The secret to its success lay not just in its tantalising menu but also in its commitment to quality and authenticity. Each dish was a testament to their dedication, with flavours that resonated with both locals and visitors alike. The restaurant’s halal certification added another layer of appeal, opening doors to a diverse clientele.
Bernard and his partner believed in the power of word-of-mouth and the organic growth of a brand built on genuine connections. They watched as diners returned, bringing friends and family, sharing stories over plates of crispy chicken and savoury sauces. It wasn’t just about food; it was about creating memorable experiences.
Over time, Jinjja Chicken became a beloved name, synonymous with delicious meals and warm hospitality. The duo’s decision to let the brand flourish independently proved wise, as it enabled their creation to carve out its own niche in the competitive dining landscape. Bernard Tay’s quiet confidence and strategic patience paid off, leaving a lasting legacy on Singapore’s culinary map.
Bernard Tay stands with pride before the newest Jinjja Kitchen outlet at Our Tampines Hub. At 45, he reflects deeply on the remarkable journey that has transformed his modest venture into a booming $10 million enterprise. With eight flourishing outlets across Singapore, each location is a testament to his vision and dedication.
“It feels like the right moment to share our story,” Tay confides, his eyes bright with passion. He speaks with a sense of fulfilment, knowing that Jinjja Kitchen is not just another restaurant chain. It is a fully Singaporean-owned success story that resonates both locally and overseas.
“We’re doing well both locally and overseas,” he says, his voice carrying the weight of years of hard work and ambition. Bernard wants people to see beyond the boundaries of traditional local cuisines. He dreams of inspiring others to recognise and support the bold spirit of Singaporeans venturing into uncharted culinary territories.
For Bernard Tay, this is more than a business; it’s a movement. A call to embrace innovation while honouring cultural roots, setting a new standard for future generations.
Jinjja Chicken’s reputation has soared beyond borders, with three thriving franchise outlets in Medan, Indonesia, two bustling locations in Kuala Lumpur, Malaysia, and a newly launched branch in Brunei. The buzz continues to grow as another outlet is set to open there in August. This rapid expansion highlights the brand’s undeniable international allure.
For a long time, many believed Jinjja Chicken was a beloved export from South Korea. Even Bernard Tay, the mastermind behind the brand, let this misconception linger. Friends and colleagues alike assumed he had secured franchise rights from a foreign powerhouse.
However, as Jinjja Chicken continues its impressive growth, Tay is on a mission to rewrite the narrative. He is determined to shed light on the brand’s true Singaporean roots. Through his journey, Tay hopes to inspire others to celebrate culinary diversity and champion local entrepreneurs with big dreams.
In the bustling city of Singapore, where skyscrapers touch the sky and vibrant cultures blend seamlessly, a culinary adventure awaits at every corner. As the sun sets, casting a warm glow over the cityscape, an array of tantalising food delivery options beckon to those seeking a convenient yet diverse dining experience.
Imagine scrolling through a colourful digital menu, each dish telling its own story of flavour and tradition. From the sizzling satay skewers of a local hawker stall to the elegantly plated sushi from a high-end Japanese restaurant, the choices are as varied as the city’s rich tapestry of cultures. Whether it’s the fragrant aroma of Indian curry or the comforting taste of Italian pasta, Singapore’s food delivery scene caters to every craving and whim.
As you make your selection, the anticipation builds, knowing that soon a symphony of tastes will arrive at your doorstep. The delivery riders, zipping through the city on their trusty scooters, are modern-day culinary couriers, bridging the gap between you and a world of flavours. Each meal is a passport to a new gastronomic journey, offering a taste of Singapore’s vibrant and diverse food culture without leaving the comfort of your home.
With every bite, you’re transported to different parts of the island city, experiencing its culinary heritage and contemporary innovations. Whether you’re indulging in a late-night feast or enjoying a family meal, Singapore’s food delivery options promise an unforgettable dining experience. So sit back, relax, and let the flavours of Singapore come to you, one delicious delivery at a time.
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