Jollibee Acquires Korea’s No. 1 Hot Pot Brand

Jollibee Foods Corporation is expanding its global restaurant empire once again, this time by stepping into the booming hot pot market.

The Filipino fast-food giant announced plans to acquire Shabu All Day, widely considered Korea’s top hot pot brand, through its subsidiary Jolli-K. The deal values the acquisition at roughly $87 million and will give Jollibee Group full ownership of the brand once the transaction closes.

Founded in 2014 and headquartered in Seoul, Shabu All Day has grown into the country’s largest hot pot chain with 169 locations across South Korea. The restaurant concept centers on an all-you-can-eat hot pot experience, anchored by premium beef, a wide selection of hot dishes, unlimited desserts, and even alcoholic beverages.

The brand has also built a reputation for strong performance. Shabu All Day generates about $285 million in annual system-wide sales, with average store revenues reaching $2.4 million per location.

For Jollibee, the acquisition represents a strategic move into the global hot pot category, which analysts expect to continue expanding rapidly. According to industry research firm Euromonitor, the worldwide hot pot market could reach $90 billion by 2029 as more diners gravitate toward communal, customizable dining experiences.

Jollibee Group Chairman Tony Tan Caktiong said the acquisition reflects the company’s focus on scaling profitable restaurant brands that fit its long-term growth strategy.

The deal also builds on Jollibee’s growing presence in South Korea following its 2024 investment in coffee chain Compose Coffee, signaling that the company sees major opportunity in the region’s food service market.

If completed as expected, Shabu All Day will immediately join Jollibee’s global portfolio and strengthen its push into one of the fastest-growing dining formats in Asia.