Taiwanese fried chicken chain Hot-Star will make its debut here next year.

Barbecue Plaza assistant managing directors Chataya Supanpong (right) and Chanin Choopojcharoen (centre) and marketing director Boonyanuch Boonbumrungsub show off Hot-Star’s signature fried chicken.

Barbecue Plaza Co, the operator of BBQ Plaza restaurants, has received the rights as master franchiser to operate the Hot-Star business in Thailand.

Assistant managing director Chataya Supanpong said the first Hot-Star would open next March in The EmQuartier complex opposite The Emporium on Sukhumvit Road.

It plans to have 35 Hot-Stars by 2019 at a combined cost of 175 million baht.

“We’ll temporarily have a pop-up store for Hot-Star at the Big Mountain Music Festival at Bonanza Khao Yai this weekend,” Ms Chataya said.

The popular Taiwanese food brand debuted in 1992 at the Shilin night market in Taipei.

There are now 117 branches in Taiwan, China, Hong Kong, Macao, Singapore, Malaysia, the Philippines, Indonesia and Australia.

“We’re adding Hot-Star to our portfolio because we believe the brand can significantly strengthen our food business growth in the long run,” Mrs Chataya said.

Hot-Star will be launched under the lifestyle snack cafe concept to fit in with the urban lifestyles of young consumers, serving 24 dishes at its branch including its signature item, Hot-Star oversized fried chicken, salads, desserts and beverages, with prices ranging from 19-129 baht.

Barbecue Plaza Co expects to generate 100 million baht in revenue from Hot-Star in the first year of operation, with sales growth of 10% per year.

This year, Barbecue Plaza’s total sales will reach 2.6 billion baht. Besides BBQ Plaza, it also operates the Jum Saap Hut chain.

Mrs Chataya said introducing a new food brand was an important move for the company, which had set a goal of becoming one of the market leaders in the food industry.

“We’re confident that Hot-Star will receive a good response from Thais due to the freshness of the brand, product and unique selling point, all of which suit changing consumer lifestyles,” she said.

Assistant managing director Chanin Choopojcharoen said the company conducted a market study and found an opportunity for Hot-Star products.

“We saw a chance to light up the market with this new snack cafe, where people can hang out with friends and family,” he said.