Kyochon F&B, which operates Kyochon Chicken, said on Feb. 20 that its craft beer brand Moon Bear participated in the 2026 Hotel Fair held at COEX in Seoul from Jan. 21 to 23.

The 2026 Hotel Fair is a domestic hospitality business-to-business exhibition spanning the industry, including hotel development, operations, solutions and food and beverage. About 150 companies took part in the event. The company said it strengthened its footing in the premium hotel and resort B2B market through the fair.

Moon Bear participated in the food and beverage section and showcased five flagship products: Windy Hill Lager, Moondance Golden Ale, Deep Night Pale Ale, Sauvignon India Pale Ale (IPA) and Moscato Sweet Ale.

Moon Bear has continued to expand distribution channels, mainly across major premium hotels and resorts in South Korea, including operating a branded zone called Moon Bear Zone at Holiday Inn Incheon, a summer season collaboration with Grand Hyatt Seoul, participation in an autumn-limited Beer Festa at JW Marriott Hotel Jeju, and entry into the Orakai Cheonggyesan Hotel.

A Kyochon F&B official said, "Participation in the 2026 Hotel Fair became an important stepping stone to imprint Moon Bear's differentiated lineup on hotel F&B officials, our main target, and to strengthen a business cooperation system." The official added, "We plan to continue proposing dining experiences suited to partners' premium spaces, accelerate our drive into the B2B market and broaden customer touchpoints."