Zico Chicken Faces Backlash Over Price Hike And Origin Controversy

Zico Chicken, a popular chicken franchise in South Korea, is facing significant backlash from consumers after announcing a price increase of 2,500 won for all menu items, effective April 11, 2025. This latest price hike follows previous increases in April 2022 and throughout the previous year, raising total prices by 5,000 won over the past three years. Consumers have expressed their dissatisfaction, with many pointing out that such steep increases are uncommon among other chicken franchises.

One disgruntled customer noted, "In just three years, they have essentially raised prices by 5,000 won," while another criticized the chain for raising prices without offering the same quality of service, saying, "They no longer grill the chicken over charcoal like they used to." The price increase has reignited discussions about the origin of Zico Chicken's main ingredient—chicken—leading to further controversy.

Originally, Zico Chicken prided itself on using 100% domestically sourced chicken. However, investigations revealed that some franchise locations were using cheaper Brazilian chicken, which is larger and less expensive than domestic varieties. This prompted the company to officially change its origin labeling in 2022 to reflect a mix of domestic and Brazilian chicken. Recent reports indicate that some stores have completely disregarded this policy, opting instead to use only Brazilian chicken.

These violations were uncovered by the Ministry of Agriculture, Food and Rural Affairs and the National Agricultural Products Quality Management Service, which discovered that certain Zico Chicken outlets were using 100% Brazilian chicken while advertising a mix. As a result, the company is currently under investigation for these violations.

In response to the growing outrage and scrutiny, Zico Chicken announced that starting April 21, 2025, it would exclusively use Brazilian chicken for its original chicken products. This decision has further infuriated consumers, who are questioning why the company would raise prices while switching to a cheaper ingredient. One consumer remarked, "Why are they raising prices if they’re going to use Brazilian chicken?" This reaction highlights the frustration among loyal customers who feel betrayed by the brand's shift in quality and pricing.

Zico Chicken, established in 1994, rose to fame during the chicken rice bowl craze, but its recent actions have left many wondering whether it can regain consumer trust. The company's future hinges on its ability to navigate this crisis and reassure customers of its commitment to quality.

The situation at Zico Chicken is not an isolated incident; it reflects a broader trend of consumer distrust in the food industry, particularly regarding origin labeling. Recent cases have emerged where other brands, such as Baek Jong-won's The Born Korea, have also faced scrutiny for misleading origin claims. For instance, The Born Korea's Bbagdabang brand was found to be using Chinese sweet potatoes in its sweet potato latte, despite advertising local agricultural products. This discrepancy has led to significant criticism and damaged the brand's credibility.

Furthermore, The Born Korea has been accused of selling Chinese-made seasoned octopus as Korean in its online store, The Born Mall, prompting the company to suspend sales of the implicated product. Baek Jong-won's Baekseokdoenjang product also faced backlash due to inconsistencies between the stated origin and actual ingredients, resulting in police investigations for violations of the Food Labeling and Advertising Act.

In light of these controversies, Baek Jong-won issued an apology on March 19, 2025, promising to implement a thorough inspection of all product descriptions and to establish an external monitoring system to ensure compliance with labeling laws. This step underscores the increasing pressure on food brands to maintain transparency in their sourcing practices.

As consumer trust continues to erode due to repeated labeling violations, it is crucial for companies in the distribution industry to prioritize transparency and accuracy in their origin claims. The term "local agricultural products" is not merely a marketing phrase; it represents safety and trust for consumers. The industry must recognize that maintaining brand value requires diligent management of origin labeling and a commitment to providing clear and honest information.

In conclusion, the recent controversies surrounding Zico Chicken and other brands highlight the critical importance of consumer trust in the food industry. As these companies navigate the fallout from their missteps, their ability to restore confidence will be closely scrutinized by an increasingly discerning public.