South Korean budget coffee brands are targeting expansion into Japan and the United States after achieving significant growth in Southeast Asia, according to a report by Chosunbiz.
The chains, known for their affordable pricing and franchising model, have found a foothold in markets like Vietnam and Indonesia, where demand for inexpensive coffee is high. Now, they are setting their sights on more mature markets, aiming to compete with established local and global players.
The move reflects a broader trend of South Korean food and beverage brands expanding overseas as the domestic market becomes saturated. The budget coffee segment, in particular, has seen rapid growth in Southeast Asia, providing a springboard for global expansion.