Discover the BHC Star One Festival: A Unique Blend of Food, Music, and Community Engagement

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[Inews24 Reporter Koo Seoyun] Chicken brand bhc threw an outdoor culture festival to deepen connections with consumers. The goal was to expand brand engagement through a hands-on festival that blended live performances, food and drink, and community giving.

On the 9th, Dining Brands Group’s chicken brand bhc hosted the Star One Festival, a mixed cultural event at Youth Square in Nanji Hangang Park, Seoul.

The gates opened at 11 a.m., and families, couples and friend groups flowed in. Within half an hour, the standing zone—set up for fans to get close to the performers—was packed. As the day went on, the picnic area filled with people spreading blankets and snacking, and the whole place settled into a breezy weekend-festival vibe.

Experience booths for Dining Brands Group’s major names—bhc, Outback Steakhouse and Warehouse 43—drew long lines. Guests joined brand quizzes, games and events, leaving with discount coupons and freebies. At some booths, hosts even encouraged crowds to chant things like “bhc” and “Soy Garlic King” to keep the energy high.

“I came because I was curious about a chicken-brand event, and there was way more to see and taste than I expected,” one attendee said. “It felt like a fun, easygoing festival to spend a weekend at.”

Another guest, a regular bhc customer, added, “I eat bhc all the time, but I didn’t realize the brand started as Byeolhana Chicken until today.”

The Star One Festival grew out of a participatory brand project built around the question, “What’s your one star?” Attendees were invited to liken their dreams, values and tastes to a single star—celebrating how different lights come together to create a shared moment.

bhc’s origin story ties into that same “one star” idea. The brand began in 1997 as Byeolhana Chicken, launched Colpop in 1999, and adopted the bhc name in 2000. With its 30th anniversary approaching in 2026, the festival doubled as a way to revisit the brand’s roots and refresh its message for the next generation.

As bhc’s 30th anniversary approaches in 2026, the event also aimed to reconnect with the brand’s beginnings and amplify its message to younger audiences. The Dining Brands Group ESG Committee organized the festival, which offered free entry via advance registration. All proceeds from on-site F&B sales will be donated to local community causes—meaning the company covered event costs and returned the day’s revenue to the public.

Song Hoseop, CEO of Dining Brands Group, said, “Our brand and society have always grown alongside the next generation. We put on the Star One Festival to cheer on the ‘one star’ of those chasing their dreams and to help turn that support into tangible, shared growth.”

The layout included a main stage, a brand-experience area called the Star One Zone, an F&B zone, a Dream One Zone of social-contribution partner booths, and several photo spots.

Four Dining Brands Group labels participated in the F&B zone—bhc Chicken, Outback Steakhouse, Warehouse 43 and bhc pop—across a total of 10 booths.

The Dream One Zone hosted partner organizations like Green Umbrella, Beautiful Store, the Korean Food Promotion Institute, the public delivery app Ttaenggyeoyo, and an art-goods experience for children with developmental disabilities. Dining Brands Group also invited family-care children—so-called young carers—who have been supported through its partnership with Green Umbrella.

Seven artists performed on stage, including Imujin, Dynamic Duo, MeloMance, Jeokjae, Kkachisan, Lidoor and Gyuri. RuaMel, the grand-prize winner of bhc’s artist audition “Star One, Dream One,” also performed. The audition drew 203 teams in total; RuaMel shared the stage with Asadal, the top-selected act.