Revelation time: Highly-addictive fried chicken place 4Fingers Crispy Chicken is, in fact, a homegrown Singaporean brand.

According to a business report in The Straits Times -- as part of tracking businesses associated with chickens because it is the Rooster Year, 4Fingers was featured as it is a local restaurant founded here and Singapore's second-largest chicken brand after KFC.

Through its clever use of marketing by borrowing liberally from hip street style aesthetics to craft the shop's image, the Korean fried chicken place had for years been thought of by casual consumers as a Korean or New York/ urban American joint.

However, the official narrative lets on a bit more about its local roots.

In 2009, 4Fingers was founded after its creators tried Korean-style fried chicken in New York City's Koreatown. The recipe was perfected and the brand has been a hit in Singapore since its inception.

4Fingers first opened in Ion Orchard in 2009.

It is currently helmed by chief executive Steen Puggaard from Denmark.

There was a change in ownership in 2014 that gave the brand the boost to expand.

After changing hands that year, it underwent an expansion plan, opening up to 11 stores islandwide so far, with a 12th store opening at the end of March in Causeway Point.

4Fingers also has two stores in Malaysia, as well as outlets in Indonesia.

It is planning to expand to the United States, Britain, South Africa and the Middle East.

The company is looking at raking in a record S$40 million in sales for 2017.

When Puggaard first joined in 2013, the company was making about S$2 million.

It has 12 staff in its office and about 150 employees working in its stores.

Now you know.

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