[Edaily Reporter kim mi-kyung ] The BORN Korea’s specialty coffee brand, Baekdabang, is set to make a full-scale entry into the Taiwanese market, following its expansion into Japan. CEO Baek Jong-won, who is personally leading the overseas business from Taiwan, aims to open 10 stores in the first year and expand to more than 150 stores within five years.

#The BORN Korea announced on the 8th that it had signed a 10-year master franchise (MF) agreement for Baekdabang’s entry into Taiwan, with CEO Baek Jong-won and representatives from local partner companies in attendance.

Under this agreement, the two companies will implement a phased expansion roadmap, starting with 10 stores in the first year of operations in Taiwan and aiming for a cumulative total of 150 stores within five years. Specific schedules and scales for additional store openings will be flexibly adjusted based on local market conditions and store performance.

Baekdabang has begun local market research with the goal of opening its first store in the first half of next year. The company plans to analyze the tastes and consumption patterns of Taiwanese consumers to develop menus and store operation strategies tailored to the local market. Previously, in August, Baekdabang opened company-owned stores in Shinbashi and Kanda, Tokyo, Japan, and has proven its competitiveness by selling an average of over 1,000 drinks per day on weekdays.

This entry into the Taiwanese market is seen as a move to accelerate Baekdabang’s global business expansion. The BORN Korea is preparing to enter major markets such as China, the U.S., and India next year, and plans to expand its business reach to Cambodia and Türkiye as well.

CEO Baek is personally leading the overseas expansion efforts. Recently, in Canada, he partnered with local companies to launch a foodservice brand and expand the distribution of TBK sauces, and in the United States, he is pushing for local production of the sauces. He also attended the signing of this Taiwan master franchise agreement in person.

A representative from The BORN Korea stated, “Based on the store management know-how and menu competitiveness accumulated in Korea, Baekdabang is pursuing overseas expansion strategies tailored to the market environments and consumer characteristics of each country,” adding, “We will work closely with local partners to gradually expand our overseas business scope.”