Challenge Starbucks! Coffee Bene to open 40 stores nationwide in Taiwan, aiming for 300 branches within 5 years

Tourism Center / Taipei Report

A South Korean chain coffeehouse has announced its official entry into Taiwan’s coffee market! Caffebene (Coffee Bene), which has come to Taiwan from South Korea, has identified strong potential in Taiwan’s coffee and dessert markets. The brand plans to open 40 stores and expects to have a total of 300 branches across Taiwan by 2020. It will also hold a White Day fan meeting with actor Kim Soo-hyun, aiming to attract more consumer attention.


▲(From left) Head of Overseas Operations at Caffebene f?窕?, CEO Kim Sun-kwon, General Manager in Taiwan Yoon Eun-kyung, and Chief Operating Officer in Taiwan Jung Min-young. (Photo / Provided by the company)

Kim Sun-kwon, CEO of Coffee Bene, said: “This year, we plan to open 40 stores and aim to have a total of 300 branches across Taiwan by 2020.” The brand will invite the ultra-popular Asian heartthrob Kim Soo-hyun to be its brand ambassador and is scheduling a fan meeting on White Day. In February, Coffee Bene achieved a 140% performance rate across Taiwan. To further expand in the Taiwanese market, the brand also plans to introduce Korea’s signature brand holiday “Bene Day” and launch coffee education courses for consumers.

Through diversified product development, the head office provides comprehensive training programs for store employees covering service, production processes, and store management. With systematic staff training and standardized store operations, the brand ensures that every store adheres to Coffee Bene’s business philosophy, fully conveying its high-quality standards and cultural DNA, while collectively enhancing brand value.

Yoon Eun-kyung, General Manager of Coffee Bene Taiwan, has revealed specific plans for expanding the brand’s franchise network in Taiwan. Initially, real estate experts will be consulted for commercial district analysis and franchisee feedback, allowing store sizes to be tailored according to each area’s characteristics. Plans include establishing large stores over 40 pyeong (approximately 1,322 square feet) in popular commercial districts. Smaller stores focused on takeout will be set up in subway areas and other easily accessible locations. To ensure optimal management of product and service quality, company-owned stores will account for over 30% of the planned 300 outlets.