Bigger coffees, fewer new stores: South Korea’s largest coffee chain prefers profitability

Seoul-based Ediya Coffee is reining in domestic outlet growth to boost operational efficiency and better compete with its affordable rivals

Speaking at an event marking Ediya Coffee’s 25th anniversary at the start of April 2026, the coffee chain’s Chairman Moon Chang-ki outlined a growth strategy focused on profitability and operational efficiency over outlet growth.

The message was strongly reiterated when the South Korean operator issued its full-year earnings on 9 April. Those results revealed that South Korea’s largest coffee chain is now chasing size of a different kind.