Paik Jong-won’s The BORN Korea speeds up global push in Europe and beyond, Paik's Coffee to enter Japan

According to The Financial News, The BORN Korea, led by CEO Paik Jong-won, is accelerating its push into global markets, including Europe.
The BORN Korea announced on the 9th that it has opened its second Korean food corner, introduced under a "global food consulting" model, in the food court of a hypermarket in Eschborn operated by German retail giant Globus.
Eschborn, where the second location has opened, is an international business hub near Frankfurt. It is home to many global corporate offices, including branches of major Korean conglomerates, and is known as a commercial area with a high proportion of Korean and other Asian customers.
In July last year, The BORN Korea opened its first location in Sankt Wendel, a region with almost no Korean residents. There, it earned praise from Globus for successfully launching a Korean food corner and confirmed the concept’s potential. Building on that, the company plans to use the second location, in a very different type of trade area, to further test market response among a new customer base.
The same "global food consulting" model first introduced at the initial location is being applied to the second site. Under this model, The BORN Korea supplies proprietary business-to-business (B2B) sauces developed in Korea and provides consulting on overall operations, including menu design and cooking guidelines. Following this guidance, Globus has local kitchen staff in the food court prepare the dishes themselves, using German ingredients, and serve them to local customers.
The menu focuses on bibimbap and rice bowls. Customers first choose a main type—chicken, pork, beef, or vegetarian—and then select a topping sauce, creating a customized meal. This format improves both operational efficiency and the range of choices. The company is also discussing candidate sites among existing Globus corners in Germany with a view to opening a third location.
In addition, the company is moving ahead step by step with a store-opening strategy to launch the Paik's Coffee brand in Japan within this year.
A The BORN Korea official said, "This year, along with expanding our Globus corners, we will fully scale up the expansion of our overseas business portfolio by linking integrated franchise solutions for multi-use complexes with B2B, distribution, and joint development."

ssuccu@fnnews.com Kim Seo-yeon Reporter