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Chikuro’s core concept revolves around the "Chiro" (Long Chicken Roll). It consists of minced chicken rolled into an elongated tube shape, stuffed with a molten, creamy sauce filling, coated in breadcrumbs, and deep-fried until crunchy. The brand positions this as a multi-textured, filling, and highly practical on- the-go snack. 
Chikuro first launched in Indonesia in 2023 with a Japanese street snack concept. Its jumbo-sized chicken sticks and generous sauce filling have become its main draw, frequently featured in online video content.Chikuro’s appeal stems not only from the taste of the chicken but also from its unique combination of textures. The crispy outer layer paired with the creamy sauce inside creates a more satisfying dining experience. Additionally, the seasoning sprinkled on the outside adds layers of flavor, ensuring that every bite offers a more complex taste combination.