[Edaily Reporter Kim Ji-woo ] Baekmidang, the premium coffee and ice cream brand of NamyangDairyProducts(003920), is expanding its store opening strategy from central Seoul to major commercial districts in Gyeonggi Province.

Baekmidang announced on the 2nd that it will open three new stores this month in Ilsan, Hwajeong, and Dongtan. Starting with the Lotte Department Store Ilsan branch on the 2nd, the Hwajeong Station branch will open on the 3rd, followed by the Dongtan Metapolis Mall branch on the 30th.

These new locations are focused on commercial districts in the Gyeonggi region where foot traffic and daily consumer demand are concentrated. Rather than simply increasing the number of stores, the strategy is to expand customer touchpoints by targeting established hubs with proven customer draw, such as department stores, station areas, and large mixed-use shopping malls.

The Lotte Department Store Ilsan branch is located in the food court on the second basement level of the department store and targets nearby residents and family shoppers.

The Hwajeong Station branch is located on the first floor of Saerom Plaza Phase 5 near Hwajeong Station and targets station commuters as well as residents and students in the surrounding area. To celebrate the opening, for two days starting on the 3rd, customers who purchase any menu item will receive one free mini-cup ice cream made with organic milk—choosing from three flavors: milk, matcha, or strawberry.

On the 30th, the “Dongtan Metapolis Mall” branch will open. Located on the second basement level of Block A at Metapolis Mall—a large mixed-use shopping mall in the heart of Dongtan New Town—it is connected via underground passages to nearby residential-commercial complexes, enhancing accessibility for shoppers and nearby residents.

Baekmidang is expanding from Seoul’s core commercial districts into the greater Seoul metropolitan area. To mark the 10th anniversary of the brand’s launch in 2024, the company renovated all of its stores and has since steadily increased the number of new locations. It currently operates 61 stores nationwide.

Store formats are being tailored to specific commercial districts. Currently, the company operates “café-style” stores targeting customers looking to linger in downtown areas, “deli-style” stores centered around department stores and shopping malls, and “signature-style” stores—such as the flagship and Samcheong branches—that emphasize the brand’s identity. This strategy is intended to maximize efficiency by adapting store formats to the characteristics of each commercial district and customer flow patterns.

The product lineup has also expanded. Centered on ice cream and lattes made with organic milk, the brand offers “loconomy” menus featuring regional specialties—such as blueberries from Jeongseon, Gangwon Province, and Job’s tears from Yeoncheon, Gyeonggi Province—as well as seasonal menus utilizing fresh, in-season ingredients. Recently, it launched “Barun Sikhae,” a ready-to-drink (RTD) product based on the traditional beverage sikhae, thereby expanding brand touchpoints beyond its physical stores.

Behind this expansion lies an effort to improve profitability. Baekmidang succeeded in turning a profit last year, its first year as an independent corporation. Following the first quarter of this year, it also posted operating and net profits in the second quarter. Building on this success, the company is now pursuing further growth.

Min Jun-yeon, General Manager of Baekmidang, stated, “We are enhancing customer accessibility by opening new stores one after another in major residential areas of Gyeonggi Province, such as Ilsan, Hwajeong, and Dongtan.” He added, “We will continue to strengthen our brand competitiveness by opening new locations tailored to local commercial districts and customer demographics, as well as by developing distinctive menu items.”