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ZEN GROUP takes 'KHIANG' basil rice franchise to Asia

ZEN GROUP takes 'KHIANG' basil rice franchise to Asia

MGR Online•Economy•7h ago

Reader Briefing

ZEN GROUP is expanding its 'KHIANG' basil rice franchise aggressively into Asia, aiming for 30% growth in three years by leveraging the global popularity of Thai cuisine.

  • •ZEN GROUP is focusing on international franchise expansion, particularly for its 'KHIANG' brand, known for its popular basil rice dish.
  • •The company expects its franchise business to grow by 30% within the next three years, targeting new markets in Asia.
  • •In Laos, ZEN GROUP will open four franchise brands, including KHIANG, at the Mega Mall in Vientiane on April 27, 2026, through a partnership with Kolao Group.

Overview

  • •ZEN GROUP has seen its franchise business grow by an average of 10% annually over the past three years.
  • •ZEN GROUP plans to focus more on international franchise markets to create new opportunities.
  • •The global popularity of Thai food is driving growth, with the Asian market for Thai cuisine valued at over 70 billion baht annually.
  • •ZEN GROUP is shifting strategy to proactive international expansion rather than relying solely on domestic tourism.
  • •ZEN GROUP will launch four franchise brands, including KHIANG, at the Mega Mall in Vientiane, Laos, on April 27, 2026.
  • •Kolao Group, a major Laotian conglomerate, has signed franchise agreements for KHIANG, Laoyuan, On the Table, and Zen brands.
  • •KHIANG previously opened 5 branches in Laos with an initial agreement for 10, and has also expanded to Malaysia, the Philippines, and Japan.
  • •As of December 31, 2025, ZEN GROUP operated 296 restaurants, including 136 franchises (123 domestic, 13 international). The franchise business contributed 4.8% to total revenue of 3,979 million baht in 2025.

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Key Quotes

Siruwat Chatchawan
"Thai food is thus a powerful soft power of Thailand, with its unique flavors, diverse menus, and charming dining culture."
อาหารไทยจึงเป็น ซอฟท์ เพาเวอร์ ที่ทรงพลังของไทย ด้วยเอกลักษณ์ด้านรสชาติ ความหลากหลายของเมนู และวัฒนธรรมการรับประทานอาหารที่มีเสน่ห์
Siruwat Chatchawan
"Our plan now is to continue expanding franchises and increasingly going abroad. Because if we open stores in Thailand just waiting for tourists, an event might occur that prevents them from coming. So, we changed the plan to proactively seek them out, and do so via franchising. Because even if the profit is a little less, we don't have to invest ourselves."
แผนของเราตอนนี้ก็ยังเดินหน้าขยายแฟรนไชส์อยู่ และก็เริ่มไปต่างประเทศมากขึ้น เพราะถ้าเปิดร้านในไทยเพื่อรอนักท่องเที่ยวอย่างเดียว ก็อาจเกิดเหตุการณ์ที่ทำให้เขาไม่มาได้ เราเลยเปลี่ยนแผนพาตัวเองไปบุกหาเขาดีกว่า และไปแบบแฟรนไชส์ เพราะแม้จะได้กำไรน้อยหน่อย แต่เราไม่ต้องลงทุนเอง

Key Entities

Organization

ZEN GROUP
A Thai restaurant operator expanding its 'KHIANG' basil rice franchise internationally.
KHIANG(เขียง)
A street food brand under ZEN GROUP, specializing in popular basil rice, being pushed as the main spearhead for international franchise expansion.
Grandview Property Company(บริษัท Grandview Property)
The franchisee for ZEN GROUP's brands in Laos, part of the Kolao Group.
Kolao Group
A leading business group in Laos that has partnered with ZEN GROUP for franchise operations, including ownership of Mega Mall and KokKok Mart convenience stores.
KoLao
Identified in the article as a leader in business in Laos and a major investor group that has signed franchise agreements with ZEN GROUP.
Tam Ma or Tam Mua(ตำมั่ว)
A Thai Isaan restaurant brand under ZEN GROUP that was ZEN GROUP's first foray into Laos in 2013 and is part of the current international expansion plan.
ZEN
A Japanese-inspired restaurant brand under ZEN GROUP that is part of the international franchise expansion.
On the Table(ออนเดอะเทเบิ้ล)
A restaurant brand under ZEN GROUP that is part of the international franchise expansion.
Laoyuan(ลาวญวน)
A restaurant brand under ZEN GROUP offering Mekong River basin cuisine, part of the international franchise expansion.
CHAW Management
The franchisee for the 'KHIANG' outlet at Suvarnabhumi Airport.

Person

Siruwat Chatchawan(นายศิรุวัฒน์ ชัชวาลย์)
Executive Vice President of ZEN Group's Franchise Business.

Place

Laos(ลาว)ℹ️
A target market for ZEN GROUP's 'KHIANG' franchise expansion, with multiple store openings planned.
Mega Mall(เมกะมอลล์)
A shopping mall in Vientiane, Laos, where ZEN GROUP will open four franchise brands.
Vientiane(เวียงจันทน์)ℹ️
The capital city of Laos, where ZEN GROUP is expanding its franchise operations, including at the Mega Mall.
Malaysia(มาเลเซีย)ℹ️
A country where ZEN GROUP has sold 'KHIANG' franchise rights, with several branches already opened or scheduled to open.
Philippines(ฟิลิปปินส์)ℹ️
A country where ZEN GROUP has sold 'KHIANG' franchise rights, with multiple branches opened and planned.
Japan(ญี่ปุ่น)ℹ️
A country where ZEN GROUP has opened one 'KHIANG' franchise restaurant so far.
Suvarnabhumi Airport(สนามบินสุวรรณภูมิ)ℹ️
Location of a new 'KHIANG' franchise outlet opened on April 9, 2026, under CHAW Management.

Timeline

April 27, 2026(27 เมษายน 2026)
The date ZEN GROUP is scheduled to open four franchise brands at the Mega Mall in Vientiane, Laos.
2025
The year ZEN GROUP reported total revenue of 3,979 million baht and net profit of 46 million baht, a 3% and 19% decrease respectively from 2024.
2024
The year ZEN GROUP reported total revenue of 4,092 million baht and a net profit of 57 million baht.
December 31, 2025(31 ธันวาคม 2025)
The date ZEN GROUP had a total of 296 restaurants, comprising 160 company-invested and 136 franchise outlets.
September 16, 2024(16 กันยายน 2024)
The opening date for the Nong Bon branch of KHIANG in Laos.
November 29, 2024(29 พฤศจิกายน 2024)
The opening date for the Siwilai branch of KHIANG in Laos.
December 10, 2024(10 ธันวาคม 2024)
The opening date for the Phon Sinuam branch of KHIANG in Laos.
February 25, 2025(25 กุมภาพันธ์ 2025)
The opening date for the Muang Noi branch of KHIANG in Laos.
April 9, 2026(9 เมษายน 2026)
The date a 'KHIANG' franchise opened at Suvarnabhumi Airport.