All F&B’s “Jokbal Night Market & Muchung Gamjatang” Expands to the Philippines with Dual Launch in Metro Manila’s Prime Commercial Districts

Korean restaurant franchise company All F&B has signed a Master Franchise (MF) agreement with Philippine-based company JJR BROTHERS, marking the official launch of its brands in Metro Manila’s key commercial districts. JJR BROTHERS is a well-established local enterprise with a strong presence in the café, restaurant, and distribution sectors. Under the agreement, the two companies will open their first and second stores sequentially this September in Pasay City and Makati City, respectively.
 

[Image by All F&B]

The first location will be situated within the Mall of Asia Complex along EDSA Extension in Pasay City. The area benefits from a large customer base thanks to its proximity to DD Meridian Park, the Philippine Department of Foreign Affairs’ passport processing office, major hotels, and convention facilities, attracting office workers, business travelers, and event visitors.
 
The second store will open on the fourth floor of Glorietta, one of the flagship shopping malls in Makati City’s Ayala Center, within its popular K-Town section. Featuring an outdoor terrace, the restaurant will recreate the lively atmosphere of Korea’s traditional night markets, delivering the signature concept of the brand to local diners.
 
The Philippine operation will introduce a dual-brand restaurant model, combining Jokbal Night Market, known for its signature braised pig’s trotters (jokbal) and bossam (boiled pork wraps), with Muchung Gamjatang, a specialty brand offering mustard greens gamjatang (pork bone soup) and spicy pork backbone dishes. This complementary concept is designed to serve a wide range of dining occasions—from lunch and dinner to late-night meals and food delivery—maximizing its appeal to Southeast Asian consumers.
 
An industry representative commented, “As the K-food market in Southeast Asia continues to diversify, consumer demand for spicy flavors, hearty soups, and meat-based dishes has been growing rapidly. The combination of JJR BROTHERS’ expertise in local distribution and restaurant operations with the complementary strengths of these two Korean dining brands is expected to significantly enhance their competitiveness in the Philippine market.”
  

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