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Ediya Coffee has finally debuted in the United States, and the first store was recently launched in Guam. The South Korean coffee chain’s arrival in the country now serves as a stepping stone for the brand to enter and expand in the U.S. market.
Ediya Coffee is moving swiftly to grow its brand overseas and is now set to open its first branch within the first two quarters of this year. The company will also expand its distribution and introduce its coffee chain to other foreign markets.
As per The Korea Economic Daily, Ediya Coffee already started selling its instant coffee products even before the first store branch opened its doors to the citizens of Guam. As one of its future growth engines, the firm will be focusing on improving brand value and boosting its franchise sales through overseas expansions and product distribution.
"This year will be marked as the first year of our full-fledged overseas expansion. We will open our first overseas location in Guam, and promote the Ediya coffee brand abroad," Moon Chang Ki, Ediya Coffee’s chairman said on Tuesday, Jan. 3, during his New Year's address to investors and employees.
He added, "To satisfy customers and help our stores improve their competitiveness and profits, we need to focus our company-wide capabilities from the perspective of franchise operators and customers."
Meanwhile, it was in August 2022 when it was first reported that Ediya Coffee was coming to Guam in December. It said that this is a strategy to seek growth beyond the Korean coffee market, which is already very crowded for such a business.
Prior to having a store in Guam, Ediya Coffee’s first overseas outlet opened in Beijing. China in 2005. However, it pulled out from the Chinese market just after three years due to plunging sales.
Meanwhile, Yonhap News Agency quoted Ediya Coffee’s company spokesperson as saying regarding its US brand, "Our ultimate goal is to successfully make inroads into the U.S. market and 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."
Photo by: Robbie Down/ Unsplash
