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Korean coffee has a relatively high risk of expansion by joining.

Published: 2026-02-06 Author: World Gafei

Last Updated: 2026/02/06, Korean cafes are expanding and landing on a large scale with the "fan economy" driven by Korean TV dramas and Korean waves. However, Wang Zhendong, president of the coffee industry association of the Shanghai Food Association, is vigilant. "Korean coffee brands are very young and have a short time to enter the mainland market, but they are expanding very fast, like a wave of Korean waves." "he thinks Korean cafes are more like once popular desktop cafes."

Korean cafes are expanding and landing on a large scale with the "fan economy" driven by Korean TV dramas and Korean waves. However, Wang Zhendong, president of the coffee industry association of the Shanghai Food Association, is vigilant. "Korean coffee brands are very young and have a short time to enter the mainland market, but they are expanding very fast, like a wave of Korean waves." "he thinks that Korean cafes are more like once popular desktop cafes," such as the upgraded version of Shangdao Coffee in the mainland. "once the freshness and craze are over, they will go with the wind and return to mediocrity.

Wang Zhendong said that the rise of Korean cafes is very similar to South Korean popular culture. In particular, Korean-style cafes are brought to the mainland by Hallyu stars. The mainland has never even asked a star to endorse a cafe before, but Caffe bene invites a super idol to endorse you. If you want to see an idol, you have to go to the cafe to spend money. In fact, taking advantage of the influence of the Korean entertainment industry on the mainland is one of the keys to the success of Korean coffee. There is a huge portrait of Zhang Genshuo in front of the Caffe bene store, and a large number of popular South Korean TV dramas are implanted with brands to attract fans of South Korean TV dramas to Caffe bene in order to feel the atmosphere and atmosphere of South Korean TV dramas.

"with the help of the popular trend to hit brands, and then vigorously develop to join, the style of play is very similar to the desktop coffee shop more than 10 years ago. Wang Chen-dong said that ten years ago, when Taiwan was hot, Taiwan cafes took advantage of the heat to enter the mainland to seize territory, first opened flagship stores in good locations, and then developed chains to join in attracting investment in second-and third-tier cities, which quickly became popular.

However, with the entry of Starbucks and other European and American coffee brands, table coffee began to appear less fashionable, and a large number of young consumers turned to Starbucks and other European and American cafes.

The risk of expansion by joining is relatively high.

Today's Korean coffee expansion model is the same as table coffee, more like an upgraded version of table coffee. But Korean cafes are more risky. Wang Zhendong points out that Caffe bene, for example, not only charges higher-than-average franchise fees, but also monopolizes franchise decoration, food supply, and so on, and these fees are also higher than the market average. In addition, in the management of franchise stores, especially the standardized process management, the management level is relatively low.

He believes that many Korean coffee managers themselves are not management or coffee professional background, the level of management and control is not high, coupled with high joining fees, large store area, franchisees have to bear very high rental costs, in addition, decoration, operating costs are also on the high side, it can be said that at present, the profit of Korean coffee shop operation is mainly to charge franchise fees, making money is very difficult and the risk is increasing.

Over time, will Korean coffee, which relies on joining and based on popular culture, gradually fall silent after the fever of South Korean TV dramas has gone down? I'm afraid we'll have to wait for time to settle this answer.