If you think of Korean chicken, the first thing that comes to mind is likely fried chicken.
From K Fry to Kyochon, many brands are now present in Malaysia to offer the crowd-favourite dish.
However, before Korean fried chicken was a thing, it was actually something called tongdak-gui that popped off in South Korea in the 1970s.
These Korean-style roasted chickens aren’t commonly found here in Malaysia, though, making a fairly new restaurant by the name of 360 Chicken quite the unique spot.
Filling in a market gap
Hailing from South Korea, Ray Lee has been living and working in Malaysia for the past 20 years.
Up until last year, the 50-year-old had been working in the ecommerce industry.
After two decades in Malaysia, Ray witnessed the increasing popularity of Korean culture and subsequently, Korean food.
However, many of these restaurants ended up offering similar concepts and menus.
“With K-culture introducing Malaysians to a wider range of Korean food, I saw an opportunity to offer something different,” he determined.
So, in March 2024, Ray launched his very first restaurant in Solaris, Mont Kiara.
Bringing in global techniques for a local audience
It wasn’t just an impromptu decision to open a restaurant, though.
“To open my restaurant, I personally went to Korea and apprenticed under a master wood-fired roaster with 25 years of experience,” Ray revealed.
360 Chicken uses locally sourced firewood—mangrove wood, to be exact. Meanwhile, all the equipment and techniques were brought from Korea.
The Muslim-friendly restaurant uses halal-certified whole chickens, which get marinated for over 24 hours in a non-alcohol marinade.
From there, the chicken gets slow-roasted over more than two hours, then gets stuffed with ginseng, garlic, ginkgo nuts, jujubes, and sticky rice, making it packed with nutrients and flavours.
“Due to the multiple processes and premium ingredients involved, our prices are slightly higher than regular chicken,” he clarified. “We recommend trying our original to experience the pure taste of our chicken.”
Popularising the dish across Malaysia
Less than a year in, Ray shared that 360 Chicken has already found some stable footing, and has welcomed many supportive customers.
“While we’ve experienced a recent decline in overall sales due to the economic downturn, I believe that business will soon return to normal,” Ray shared.
Mont Kiara is home to many Korean restaurants, though, which could make business a little more competitive for 360 Chicken. However, that’s not something Ray is worried about.
“It’s not about competition, it’s about collaboration,” he emphasised. “I believe a thriving local economy benefits everyone, including my business.”
Plus, his venture has quite the unique concept, and by that virtue, the founder believes it will grow a loyal customer base over time.
After all, stuffed roast chicken is still quite a niche offering with lots of preparation needed, so he doesn’t believe it can become a widespread trend in Malaysia quickly.
However, leveraging their store’s experience and know-how, Ray plans to open 10 more locations of 360 Chicken nationwide.
This would be a great feat and a recognition of the hard work that Ray has put into the business.
“It was challenging from the start, from acquiring the necessary skills to setting up the equipment,” he revealed. “I simply persevered, one step at a time. I am most proud of having built my own business in a foreign country and providing special Korean cuisine to Malaysians.”
Featured Image Credit: 360 Chicken
