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Ediya Coffee, a coffeehouse chain based in South Korea, announced this week that it will be re-entering the global market and set to open its first outlet in Guam. The company scheduled the store’s launch in December.
Ediya Coffee is currently one of the largest coffee chain franchises in the country, based on sales. It is now aiming to set up business in North America and Southeast Asia. For a start, the branch in Guam represents the start of its overseas expansion.
As per Yonhap News Agency, the company confirmed on Wednesday, Aug. 24, that its upcoming store opening in Guam is part of its latest move in seeking growth outside of the already crowded Korean coffee chain market.
It was revealed that Ediya Coffee’s outlet is set to be built at a location close to Guam’s Antonio B. Won Pat International Airport. It hopes that this store will be its stepping stone in reaching its ultimate goal of breaking more widely into the American market. It was noted that the brand is already exporting its instant coffee products in the country.
"Our ultimate goal is to successfully make inroads into the U.S. market,” Ediya Coffee’s spokesman said in a statement. “Since about half of 1.5 million inbound tourists to Guam are South Koreans, our strategy is to enter the global market by tapping into South Korean consumers overseas who are familiar with our brand."
The Korea Economic Daily reported that Ediya Coffee first attempted to enter the international cafe market 13 years ago. It tried to enter the Chinese market to go global later on but the business failed after the stores in Beijing were shut down due to losses. Thus, the launch of the store in Guam will mark the company’s second attempt on the global stage.
“The Korean coffee market is saturated,” Moon Chang Ki, Ediya Coffee’s chief executive officer, said during a press visit on Tuesday this week at the company’s factory in Pyeongtake. “We have long prepared for the global café business and are ready to serve overseas customers with our best coffee.”
