K‑pop Fans Pack Yoajung’s First Mainland China Store as Brand Localizes Menus
Creatrip Team
22 days ago
South Korean yogurt dessert brand Yoajung opened its first mainland China store in Shanghai’s IAPM mall, drawing crowds of teens who follow K‑pop idols and order the exact topping combinations their favorites eat. The brand leans on Korean identity (K‑pop, Korean signage) to attract customers but emphasizes local adaptation to win repeat visits: Chinese outlets focus on shake, smoothie and juice formats, smaller takeaway cups, and use local seasonal fruits like yangmei while keeping Korean-themed names such as Jeju Hallabong to pique curiosity. Yoajung plans rapid expansion across major Chinese cities with a goal of 100 stores this year, using strategic mall locations, franchise partners, and strict training and quality checks to maintain standards.
