GEN Restaurant Group has launched its latest GEN Korean BBQ restaurant in El Paso - the brand's 13th establishment in the US state of Texas.

The new venue is located at 1319-I George Dieter Drive and aims to serve a broad community, given El Paso's proximity to both New Mexico and Mexico.

GEN chairman and CEO David Kim stated: “Opening our first El Paso location is a significant moment for the company as we continue to introduce even more Texas residents to our unique GEN Korean BBQ experience.

“Texas has demonstrated multiple times the desire for GEN’s cuisine and value proposition.”

Founded in 2011 by two Korean immigrants in Los Angeles, GEN Korean BBQ has expanded to more than 50 locations across the US.

The restaurant offers a menu that includes a range of traditional Korean and Korean-American dishes, featuring meats, poultry, seafood and vegetables.

In July 2025, GEN Restaurant Group inaugurated a new GEN Korean BBQ restaurant in Waco, Texas - the brand's eighth new opening in 2025 and its 12th in the state.

Situated near Baylor University, it is well-placed to cater to a diverse community that aligns with the brand's target audience.

In February this year, GEN Restaurant Group expanded the presence of its restaurant brand GEN Korean BBQ by opening a new venue in San Antonio, Texas.

GEN Korean BBQ’s “grill at your table” dining concept is described as a modern approach to traditional Korean BBQ, providing an immersive experience for guests to enjoy meats, poultry, seafood and mixed vegetables.