Paik's Dabang revamps brand identity, eyes Japan launch ahead of broader global push

Paik's Dabang, the coffee brand under The Born Korea, unveiled a new brand identity Tuesday and announced plans to expand into global markets.

The redesign shifts away from the previous hangul-centered logo to foreground the English name "Paik's DABANG," a change intended to make the brand more accessible to overseas customers. The word "DABANG" — a Korean term for a traditional coffee shop — is retained in the English rendering to emphasize the brand's roots in popular Korean coffee culture. A coffee-bean-shaped "P" also features prominently in the new design.

Paik's Dabang is preparing to open its first Tokyo location in August, with a second Japanese store planned before the end of the year. The company is also reviewing potential entry into China, Taiwan and the United States, along with suitable business models for each market.

Signage bearing the new brand identity will be rolled out sequentially across stores nationwide with support from headquarters. To mark the brand's 20th anniversary, Paik's Dabang is also preparing a special new menu and a customer loyalty event.

"This brand identity overhaul is part of our effort to reach more customers in global markets beyond Korea," a The Born Korea official said. "We will work to communicate our accessible coffee experience and friendly brand image."