First Master Franchise Entry
Introducing Traditional Drinks like Sikhye and Gun-goguma
Establishing Malaysia-exclusive Logistics Center
Ediya Coffee announced on the 20th that it officially began targeting the overseas market by opening its first store, ‘Malaysia Elmina Branch,’ in the Elmina area near Kuala Lumpur, Malaysia, on the 19th.
The entry into Malaysia was achieved through the brand's first master franchise contract, and it plans to showcase an operation strategy optimized for the local market to promote the status of Korean coffee. An Ediya Coffee representative said, "The opening of the Malaysia Elmina Branch is the first achievement in 20 years since Ediya Coffee first entered overseas by opening the Beijing branch in China in 2005," adding, "Based on the know-how accumulated from Korea and the Guam Micronesia Mall branch, we will also lead the Malaysian coffee market."
The Elmina area is a representative satellite city of Kuala Lumpur, the capital of Malaysia. It is known as a commercial district with particularly high foot traffic due to its accessibility. The Ediya Coffee Elmina Branch is a two-story store in a 'drive-thru' format, featuring a beige-tone finish that recreates the comfortable casual lounge atmosphere of Ediya Coffee's interior concept.
Specialized menus for consumers are also prepared. In addition to menus using tropical fruits such as coconut, beverages that convey Korean charm like ‘Sikhye’ and ‘Roasted Sweet Potato’ are introduced. In the bakery section, ‘Buldak Panini,’ ‘Potato Hot Dog,’ and ‘Kroongji,’ which are ‘K-specialty menus’ enjoyed in video content, will be operated to target local customers with differentiated elements.
Additionally, along with the store opening, Ediya Coffee will actively promote global expansion by introducing its distribution products such as mix coffee, stick coffee, RTD (Ready-to-Drink), and RTE (Ready-to-Eat).
An Ediya Coffee representative said, “This entry into Malaysia is the result of 20 years of accumulated know-how and a spirit of challenge as a Korean coffee brand,” adding, “We will continue various efforts to promote the charm of Korean coffee in the global market.”
The opening event of the first store in Malaysia was hosted by Moon Chang-gi, Chairman of Ediya Coffee, and Mohamad Hafiz bin Abdul Rahim, CEO of the Malaysian partner company. Even before the opening, it received great expectations and attention locally, with about 200 people including key VIPs such as Malaysia’s Minister of International Trade and Industry, Tengku Zafrul Aziz, Prime Minister’s Political Secretary Mohamad Kamil bin Abdul Munim, local media, and prospective franchisees attending.
A representative of the Malaysian partner company stated, “Ediya Coffee is a company with excellent localization strategies and R&D technology,” and added, “It will become a brand loved by the Malaysian people beyond Korea.”
Meanwhile, in June this year, under the leadership of Moon Seung-hwan, Head of the Management Strategy Headquarters, Ediya Coffee signed a master franchise (MF) contract with a local Malaysian partner company, expanding its market area to Southeast Asia. Following the opening of the first store, the second and third stores will be launched consecutively, with a goal of opening 200 franchise stores in Malaysia by 2029.
Currently, together with the Malaysian partner company, Ediya Coffee is systematically establishing various facilities for successful settlement, including building a dedicated logistics center for Ediya Coffee Malaysia, organizing local franchise business operations, and preparing training facilities for franchisees.
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