Chipotle opens first Asian restaurant in Seoul, drawing three-hour lines and eyeing Singapore

The long queues became a running joke on South Korean social media, with one user suggesting that a flight to the United States might be faster than waiting for a burrito bowl. How-to guides on Chipotle's build-your-own ordering system also circulated online, filled with menu combinations and step-by-step explanations.

The joint venture with South Korean food company Sangmidang Holdings is "an important evolution of our global growth strategy," Chipotle's chief business development officer, Nate Lawton, told CNBC. He said Sangmidang brings local market knowledge, operating infrastructure and experience scaling restaurant brands across Asia. Sangmidang previously brought Shake Shack to South Korea.

The joint venture, S&C Restaurants Holdings, is 51% owned by Big Bite Company, an affiliate of Sangmidang, with Chipotle holding the remaining 49%, according to the Korean partner. Lawton said Korea is important because Chipotle is building a model for entering and scaling in a new region while protecting what makes the brand special.

Chipotle's partner is targeting the first half of 2027 for a launch in Singapore, though exact timing and location have not been finalized, the joint venture partner told CNBC. Lawton described Singapore as a natural next step, calling it a highly international market familiar with global brands.

South Korea offers favorable conditions for international fast-casual brands, according to Heng Hong Tan, associate principal for food and drink at global market intelligence firm Mintel. He noted that 42% of South Korean consumers had eaten Mexican food in the previous three months, and another 37% had not eaten it recently but were interested. Tan said South Korea and Singapore are "well-travelled, globally connected and receptive to international cuisines," but both markets already have rivals: South Korea has Mexican-inspired chain Cuchara, while Singapore has Guzman y Gomez and Stuff'd.

Chipotle and its local partner built a supply chain in South Korea designed to meet the company's global food quality standards. Big Bite said it tapped suppliers and farms it had already vetted, along with SPC's sourcing and processing infrastructure, to build the local supply chain.

Singapore's restaurant market poses challenges including elevated rental, labor and energy costs, Tan said. He added that consumers across many Asian markets are willing to experiment with new flavors, and brands that combine international appeal with local relevance are likely to be best positioned for long-term growth.