Eaten at everything from tiny family gatherings to a 10-million-viewer live-streamed "mukbang" -- eating broadcast -- by K-pop star Jungkook of BTS fame, fried chicken is deeply embedded in South Korean culture.

Paired with cold lager and known as "chimaek" -- a portmanteau of the Korean words for chicken and beer -- it is a staple of Seoul's famed baseball-watching experience.

The domestic market -- the world's third largest, after the United States and China -- is worth about seven trillion won ($5.3 billion), but labour shortages are starting to bite as South Korea faces a looming demographic disaster due to having the world's lowest birth rate.

Around 54 percent of business owners in the food service sector report problems finding employees, a government survey last year found, with long hours and stressful conditions the likely culprit, according to industry research.

Korean fried chicken is brined and double-fried, which gives it its signature crispy exterior, but the process -- more elaborate than what is typically used by US fast food chains -- creates additional labour and requires extended worker proximity to hot oil.

Enter Kang, a 38-year-old entrepreneur who saw an opportunity to improve the South Korean fried chicken business model -- and the dish itself.

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