[Edaily Reporter Kim Ji-woo ] Baek Jong-won, CEO of #The BORN Korea, is making inroads into the morning commutes of office workers in Tokyo, Japan, with his coffee brand, Baekdabang. Instead of bustling commercial districts, the brand has targeted office districts, offering Americano for 250 yen and focusing on takeout service as it sets out to conquer the Japanese market.

According to The BORN Korea on the 20th, Baekdabang opened its first Japanese location in Shinbashi, Tokyo, on the 6th, followed by a second location in Kanda on the 18th. Both areas see high demand for coffee among office workers during their commutes and lunch breaks.

At the Shinbashi branch, customers began lining up before opening on the very first day, and the store is selling over 1,000 drinks per day on weekdays. “Wonjo Coffee,” the sweet mixed coffee style that represents Baekdabang in Korea, has also become the top-selling item in Japan.

The strategy in Japan centers on “a quick and affordable cup of coffee.” Prices are set at 250 yen for an Americano and 380 yen for a café latte, and the stores are designed with takeout in mind. The ordering and pickup areas are separated, and a smart pickup system automatically displays the order number and pickup location once the drink is ready.

Rather than simply replicating the Korean-style Baekdabang concept, they tailored it to Japanese tastes. They introduced Japan-exclusive menu items using ingredients familiar to locals—such as corn soup, matcha, and kinako—and use a separate coffee bean blend specifically designed for the Japanese market.

Mobile ordering has also been introduced. The Japan-exclusive Baekdabang app attracted approximately 4,000 subscribers within just four days of its launch, and during that same period, about 30% of all orders were placed through the app.

The BORN Korea plans to use Japan as a testing ground for Baekdabang’s global business. The company has established a “Baekdabang LAB” in Japan to develop Japan-exclusive menus, train staff, and test store operations, and plans to open an additional store in Tokyo by the end of the year. It will subsequently expand its presence to Osaka and other regions.

Beyond Japan, Baekdabang is also accelerating its overseas expansion. The company is pursuing a master franchise (MF) agreement with a local Taiwanese firm this September and plans to open stores in China by the end of the year. Next year, it also plans to enter the U.S., Cambodia, and India.

A representative from The BORN Korea stated, “Shinbashi and Kanda are areas where daily coffee consumption is common, particularly among office workers, making them ideal commercial districts for assessing Baekdabang’s competitiveness in the daily coffee market and validating our local operating model.” The representative added, “We will continuously monitor Japanese customers’ menu preferences and usage patterns, refine our local operating model through Baekdabang LAB, and gradually expand the brand’s presence in Japan.”