The Born Korea Pushes Global Expansion after Owner Controversy
Creatrip Team
a month ago
After last year’s owner-related controversies and weak results, The Born Korea (더본코리아) is shifting toward overseas markets and new businesses to drive growth. The company plans to expand internationally via master franchises and accelerate its coffee brand Paik’s Coffee (빽다방) into the US and Japan, using standardized menus and local adaptations. It is also launching a global B2B sauce line under the TBK brand—11 products including seasoned chicken sauce and kimchi seasoning powder—and offering integrated food consulting (recipes, cost control, chef training, quality certification). European retail partnerships are being explored, with goals of 10 billion KRW in overseas sales by 2030. Domestically, The Born Korea will showcase kitchen automation and foodtech solutions through affiliate CookSolution (쿡솔루션) to cut labor costs and improve consistency. The company has restructured leadership and separated Paik’s Coffee into its own unit after last year’s profit-to-loss swing, large support payments to franchisees, and higher costs. Most legal and hygiene allegations around the founder were closed without charges.
