Heavy discounting provides a shot in the arm for South Korea’s Paik’s Coffee

The 1,600-store coffee chain sold americanos and lattes for just ₩500 ($0.36) and ₩1,000 ($0.73) for the last month, with parent company TheBorn Korea subsidising franchisees to make up revenue shortfalls 

South Korean coffee chain Paik’s Coffee has reported a significant sales rebound after parent company TheBorn Korea implemented substantial beverage discounts in May 2025.