Trend Analysis of Korean Food Franchise Brands’ Expansion into Southeast Asia Using Textom

This study analyzes the trends in Korean food franchise brands' expansion into Southeast Asia using Textombased text mining methods. As Korea’s domestic market saturates and global demand for Korean cuisine rises, Southeast Asia—particularly Vietnam, Thailand, and the Philippines—emerges as a key target region. Data were collected from Naver, Daum, and Google from January to December 2024, using keywords such as franchise, global expansion, and South-East Asia. Text mining and semantic network analysis revealed core strategic themes and interrelationships between localization, brand positioning, and market entry tactics. CONCOR analysis identified four main clusters: Expansion, South East Asia, Strategy, and Franchise Brand. These clusters highlight the need for tailored strategies in overseas market penetration. The findings stress the importance of adapting to local market dynamics and leveraging cultural familiarity. However, the absence of demographic detail within Textom limits interpretation. Future research should apply qualitative methods for deeper insight.