News

Pei Wei makes Asian debut

September 15, 2016

Pei Wei Asian Diner has opened its first Asian location in South Korea, thanks to a partnership with ELX Food & Beverage. The new Korean location in Seoul's Starfield Hanam, the country’s largest shopping mall, is one of 11 locations that the chain plans to open there by the end of next year, according to a news release.

The Pei Wei brand is the second one under the P.F. Chang’s umbrella, that ELX Food & Beverage has introduced to the Korean market. Upcoming Pei Wei locations will also include two shopping area-related stores, including one in Daejeon Galleria Department Store and Busan Seomyun Lotte Department Store.

"Korea’s sophisticated yet practical customers are a perfect target for Pei Wei’s simple, yet healthy and high-quality dishes," ELX CEO Kwak Ki-hoon, said in a news release. "Through our insights and experience behind our successful launch of P.F. Chang’s, I look forward to leading local dining trends through Pei Wei’s flavorful selection and fresh offerings."

The news release said that the menu mirrors that of the domestic U.S. locations, including lo mein, quinoa and fire chicken, as well as the popular "small plate" items.