Popular South Korean toast chain Isaac Toast will open its first Southeast Asia outlet in Malaysia at Gateway Kuala Lumpur International Airport 2 (klia2) on 10 October. A+M understands the Isaac Toast chain in Penang which opened in 2012 but has since closed down. The now defunct company did not enter into a legal agreement with the South Korean toast chain.
In a statement to A+M, Vincent Chua, director at Best Toast Korea which secured the rights to operate the Isaac Toast franchise in Malaysia and Thailand, said it chose to launch Isaac Toast in klia2 because of the high footfall at the airport – which would help to boost its brand awareness.
Chua added that he is currently spearheading marketing efforts in Kuala Lumpur via social media and CSR events. The company will form a marketing unit and collaborate with agencies once it finalises discussions with Issac Toast to acquire franchise rights for all Southeast Asia countries.
It also hopes to carry out a grand launch in Kuala Lumpur city within the next six months and expand into other cities within Malaysia, such as Johor Bahru and Borneo. Best Toast Korea was incorporated on 24 July 2017. Founded in 1995, Isaac Toast is available in popular tourist districts in South Korea such as Myeongdong, Dongdaemun and Hongdae.