Korea’s BHC Chicken expands to Toronto bringing the crunch and the K-Culture
Some good news out of Canada for Asia expat creative director Wain Choi who launched his own agency BLKW Toronto in December 2023. The agency has landed the BHC Chicken account tp launch its flagship location in Toronto and introduce Korea’s #1 fried chicken brand to Canada.
Choi, the former Chief Creative Officer of Ogilvy Korea and Cheil Worldwide Korea, moved back to Canada in 2020 to join Zulu Alpha Kilo before launching his own start-up last year.
BLKW secured the partnership with BHC after winning a competitive pitch among three agencies. Once selected, they expanded the team by bringing in PR expertise from Mint, ensuring every detail of the launch had an impact.
“For us, BHC isn’t just about crispy, juicy, crave-worthy chicken,” said David Song, CEO of BHC Chicken. “It’s an invitation to experience authentic K-Culture right here in Toronto.”
To celebrate the opening, over 150 media and influencers were invited, with over 75% in attendance. The event was nothing short of a cultural showcase, complete with an energetic 5-person band, K-Pop music & dancers, and an MC to hype up the crowd. Influencers couldn’t help but capture the festivities, flooding social feeds with glimpses of the food, entertainment, and K-Culture vibes.
“It’s not every day you help launch a brand introducing something entirely new to Canada,” said Choi. “We wanted to celebrate BHC’s authentic roots—and honestly, who can say no to some amazing Korean fried chicken?”
“It was one of BHC’s best launches yet and we’re confident we have the right strategy to expand quickly across Canada and North America,” said Song. “Whether you’re here for the chicken or the K-Culture, we’re ready to welcome Toronto with open arms – and wings!”
Choi has extensive experience in leading global brands such as Nike, Coca-Cola, Uniqlo, GM, Ford, Toyota F1, Lexus, Subaru, Bridgestone, CJ Group and Samsung. His work has been recognized with over 100 awards at Cannes Lions, D&AD, The One Show, The Clios, London International Awards, New York Festivals, Spikes, Adfest and others. In addition, his extensive jury duties include Cannes Lions, D&AD Foreman, The One Show, Spikes Jury President, Adfest Jury President, Cristal Jury President, AdStars Jury President, Clio, Dubai Lynx, Red Apple, New York Festivals, and Kam Fan Awards.
