Chick it out!

How 24 Chicken came, saw, and

conquered in a pandemic
MAR 19, 2023 12:25 PM PHT
STEPH ARNALDO

It was more than just good cluck – this is how the homegrown Korean-style fried chicken
brand grew in success!

MANILA, Philippines – We’re a chicken-obsessed country. Fried chicken, buffalo wings,

chicken wings, chicken inasal, you name it – it’s a saturated market to be in, and homegrown
name 24 Chicken managed to infiltrate it in record time!

Many Filipinos are familiar with 24 Chicken, but as for me, I only recently caught wind of the
hype during the pandemic, after seeing viral posts about it on social media. When restrictions
loosened up, I also began noticing these iconic to-go boxes of chicken as a
regular handaan staple at family gatherings, or a potluck and pulutan favorite at parties at
home with friends.

“What’s the fuss about it, anyway?” I asked as I took my first few bites of 24 Chicken’s best-
selling flavors – Yangnyeom with Garlic, Jack Daniels, and Snow Cheese. Then, I understood.
This could almost give my usual wings place a run for its money! It was crispy, juicy, and
bursting with flavor.