Paik’s Coffee drops key part of brand identity ahead of international push

The South Korean coffee chain founded by celebrity chef Paik Jong-won is making big changes at home too

Seoul-based Paik’s Coffee has unveiled a major brand refresh to better resonate with international audiences and counter falling sales in South Korea.

Founded in 2006 by celebrity chef Paik Jong-won, who is also known as Baek Jong-won, Paik’s is one of South Korea’s largest branded coffee chains.

Operating 1,800 stores in its home market, all but a few of which are franchised, the value-focused operator also has a dozen international stores across the Philippines and Singapore.