Paik's Coffee, the coffee brand operated by The Born Korea, has revamped its brand identity (BI) to target global markets. Along with the BI overhaul, Paik's Coffee plans to open its first store in Tokyo, Japan, next month and accelerate its overseas business expansion.
The Born Korea unveiled Paik's Coffee's new BI on Wednesday. The new BI features the English brand name "Paik's DABANG" front and center, replacing the previous Korean-centered logo. By retaining the "DABANG" spelling, the company said it aimed to preserve the identity of Korean-style coffee culture while raising brand awareness among overseas consumers.
The lettering uses a curved typeface, and the "P" is designed to resemble a coffee bean. Signage with the new design will be rolled out to franchise stores nationwide in stages with support from the headquarters.
Paik's Coffee is also stepping up its overseas expansion. It plans to open its first store in Tokyo, Japan, next month and add a second store within the year. The company is also considering entering major markets including China, Taiwan, and the United States.
Paik's Coffee opened its first store in Manila, the Philippines, in 2023, and has since expanded to 17 local stores. According to The Born Korea, Paik's Coffee's overseas royalty revenue increased approximately 160% last year compared with 2023.
"This BI overhaul is part of a brand renewal aimed at helping Paik's Coffee meet more customers not only domestically but also in global markets," a The Born Korea official said. "Starting with the opening of our first store in Japan, we will prepare to promote Paik's Coffee's reasonable coffee experience and friendly brand image across various markets."
As Korea's low-cost coffee market enters a mature stage, coffee franchises are increasingly moving to expand their overseas businesses. Mega MGC Coffee opened its first overseas store in Ulaanbaatar, Mongolia, in May 2024, and currently operates eight stores in Mongolia. Compose Coffee opened its first overseas store in Singapore in 2023 and now operates three stores there. The Venti is also reportedly preparing to open its first store in Las Vegas, in the United States, this year.
