A Reborn Coffee store in Irvine, USA  

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California’s Reborn Coffee has kickstarted its planned global expansion after acquiring a coffee shop, roastery and R&D facility in Daejeon, South Korea.
 
The specialty coffee chain, roaster and retailer says it will convert the premises into a flagship coffee shop and roastery under its branding – its first location outside of the US.
 
In a press release, Reborn said the 2,000sq ft facility, currently generates around $400,000 in annual revenues. The specialty coffee business says it plans to build on the unit’s ‘solid customer base’ through strategic marketing campaigns alongside direct support from its US operations. In-house manufacturing of Reborn macaroons and cookies will also be launched ‘to appeal to local customers and expand product offerings’, the company added.
 
Indicating its wider ambitions in South Korea, Reborn has also applied to the Korea Fair Trade Commission (KFTC) to launch a franchise programme and is planning to open outlets in major cities across the country.
 
“This acquisition in South Korea marks the beginning of Reborn’s global growth strategy,” said Jay Kim, Chief Executive Officer of Reborn.
 
“South Korea is one of the most dynamic markets within the Asia-Pacific region and coffee is one of the most popular beverages in the country. Establishing a flagship coffee shop and R&D facility in Daejeon positions us to introduce our brand in a major urban area and the location serves as an ideal launchpad for our franchising program,” Kim added.
 
Reborn currently operates 11 coffee shops and a roastery in the US alongside an online retail store. In October 2022, the business announced a major push for global expansion following a $7.2m IPO, with South Korea, Austria and the UAE cited as potential markets for growth.
 
The specialty coffee chain also plans to reach up to 40 stores in its native US market, with company-owned retail locations and four flagship stores planned for San Francisco, San Diego, Houston and Kansas City.