In a surprising revelation, Bernard Tay, the 45-year-old owner of Jinjja Chicken, disclosed in an interview with The Straits Times that the popular Korean fried chicken chain is, in fact, a proudly Singaporean brand. Tay’s candour about the brand’s origins sheds light on a long-standing misconception among its patrons and the public.
“It is time to let people know that we are proudly 100 per cent owned by Singaporeans. We are a Singaporean brand, and we are also doing well overseas. I hope people will support Singaporeans who dare to sell cuisines that are not local,” Tay affirmed, emphasising the brand’s roots and success in the local and international markets.
The decision to maintain the facade of being a Korean brand stemmed from Tay’s apprehension about perceptions surrounding non-Korean chefs preparing Korean cuisine. He acknowledged the challenges he faced as a Singaporean entrepreneur venturing into the realm of Korean fried chicken, fearing that authenticity would be questioned and customers might shy away from the brand upon learning about its true ownership.
Tay’s journey with Jinjja Chicken was marked by perseverance and sacrifices. At the age of 36, armed with years of experience in his family’s food business, Tay took a leap of faith by establishing Jinjja Chicken. Financial struggles loomed large, pushing Tay to sell his property and endure personal hardships. Despite the initial setbacks, the brand eventually gained traction and expanded to multiple outlets across Singapore.
In a bittersweet turn of events, the closure of a Jinjja Chicken outlet in Clementi Mall due to rental spikes highlighted the challenges faced by small businesses in a competitive market. However, Tay’s vision for further expansion, including plans to introduce the brand to countries like Thailand, Vietnam, China, and even Australia, reflects his unwavering determination and entrepreneurial spirit.
