Caffebene Plans 40 New Stores in Taiwan This Year

Taiwan’s specialty coffee scene just got a new contender. South Korea’s largest coffeehouse chain, Caffebene , is making its official push into Taiwan, banking on the island’s growing appetite for premium coffee and desserts. But it’s not just another global brand dropping in — it’s bringing a full-scale rollout with aggressive growth targets, celebrity endorsements, and a structured franchise blueprint.

Caffebene plans to open 40 new cafes in Taiwan this year alone, with a long-term goal of 300 stores across the country by 2020. That’s more than tripling its presence in just two years. The chain also tapped Korean actor Kim Soo-hyun as a brand ambassador, with a fan meet planned for White Day to stir up consumer interest.

Aggressive Expansion Target: 300 Cafés by 2020

Caffebene’s CEO, Kim Sun-kwon, confirmed the 40-store launch target for 2015, with an overarching goal of 300 locations nationwide by 2020. February sales in Taiwan already hit 140% of projections, signaling strong early demand. To sustain that momentum, the company will introduce its signature Korean holiday, “Caffebene Day,” and roll out coffee education programs to help build a loyal customer base.

Franchise Strategy: Mixed Store Formats by Location

Taiwan General Manager Yin Enqing laid out the chain’s tailored expansion plan. Store formats will vary based on location type: high-footfall commercial districts will get large 40-ping (about 132 square meters) flagship stores, while transit-heavy zones like MRT stations will host smaller, takeaway-focused outlets. Of the eventual 300 locations, at least 30% will be company-owned to maintain quality control.

Training & Brand Consistency Across Locations

To ensure uniformity, Caffebene’s parent company provides structured training covering barista skills, service protocols, production workflows, and store management. This institutionalized approach aims to replicate the brand’s quality and culture across every outlet, regardless of ownership model. The training also reinforces Caffebene’s identity as a lifestyle cafe rather than just a coffee vendor.

Frequently Asked Questions

How many Caffebene stores does South Korea plan to open in Taiwan in 2015?

Caffebene plans to open 40 new stores in Taiwan in 2015 as part of its aggressive expansion strategy.

What is Caffebene’s long-term goal for Taiwan?

The company aims to have 300 Caffebene stores operating across Taiwan by the year 2020.

Who is the brand ambassador for Caffebene in Taiwan?

Korean actor Kim Soo-hyun has been chosen as the brand ambassador, with a fan meeting scheduled for White Day to boost visibility.

What types of store formats will Caffebene open in Taiwan?

Caffebene will open large format stores (40 ping+) in busy commercial areas and smaller takeaway-focused outlets in MRT and transit hubs.

What percentage of Caffebene Taiwan stores will be company-owned?

At least 30% of the planned 300 stores will be directly operated by the company to ensure consistent quality.

What special events is Caffebene planning to attract customers?

Caffebene will host a White Day fan meeting with Kim Soo-hyun and introduce its “Caffebene Day” celebration in Taiwan.