[Exclusive] Paik Jongwon's Face Removed from Paik's Dabang Signboards… Brand Identity Changed to English for Global Expansion

New BI Filed on June 30; Signboard Changes Coming Soon

"Global Expansion Targeting Japan, China, and Taiwan"

Budget coffee specialty brand 'Paik's Coffee' (Photo by Theborn Korea)

The face of Paek Jongmin, CEO of Theborn Korea, will disappear from the signboards of Paikdabang, the company's core brand which celebrates its 20th anniversary this year. As Theborn Korea prepares to expand globally, focusing on Asian markets such as Japan, China, and Taiwan within this year, the brand image (BI) for Paikdabang will be switched to an English version.

According to industry sources on July 6, Theborn Korea filed an application for Paikdabang's new BI on June 30. The new BI retains the iconic yellow and blue colors of Paikdabang, while putting greater emphasis on English lettering. Although the company initially considered using the English name 'Paik's COFFEE,' it ultimately decided to maintain the brand's identity by using 'Paik's DABANG.' The original Korean name '빽다방' is now placed in small print below the English logo in the new BI.

New BI for Paikdabang, a Brand of Theborn Korea

New Brand Identity of Baekdabang, a Brand of Theborn Korea

Theborn Korea finalized the direction of the changes after gathering input from employees and franchise owners. Starting this week, the company will begin replacing Paikdabang signboards at all locations nationwide.

The most notable aspect of the new BI is the removal of CEO Paek Jongmin's face from the signs. Industry insiders had previously suggested that excluding the character of the CEO's face from the logo would reduce dependence on his personal image and enhance the brand's independent vitality. While his face will disappear from the signboards, Theborn Korea explained that the CEO's logo will remain in the interior decor of existing stores.

A representative from Theborn Korea stated, "Given our upcoming global expansion, we sought to develop a BI suitable for this direction. Franchise owners are also responding positively." The representative added, "While maintaining Paikdabang's popular and friendly image, we aimed to position the brand for global growth by aligning with the current BI trend of emphasizing simple English lettering and reflecting the need for scalability in overseas markets."

Paek Jongmin, CEO of Theborn Korea, Yonhap News Agency

Theborn Korea is targeting the opening of its first location in Japan in the second half of this year. At the same time, preparations for entry into the Chinese and Taiwanese markets are underway. Based on these plans, the company expects to launch more than 10 overseas branches within the year. The shift to an English-centric BI is seen as a signal of intent to expand the brand competitiveness built in the domestic market to international markets.

Previously, at the 6th Win-Win Committee regular meeting in April, CEO Paek announced plans to renew Paikdabang. This commitment was made to overcome the ongoing slump in the food service sector and restore the brand image, with headquarters promising to support the brand. At the event, CEO Paek stated, "I will turn the lost year into ten years of reward," pledging to revamp Paikdabang's BI, launch an integrated membership program, and roll out new promotions.

Since the second half of last year, Theborn Korea has worked with external professional consultants and, starting March of this year, held nationwide franchise owner training sessions to gather input. Initially, the company considered allowing consumers to vote on the BI changes. However, after internal review, Theborn Korea ultimately opted to make the final decision internally while maintaining communication with franchise owners.

Theborn Korea is also preparing to launch an 'integrated membership' alongside the BI renewal. The integrated membership program will focus on establishing a unified order platform based on Theborn’s integrated ordering system, allowing users to access coupons, stamps, mobile gift certificates, and promotions for Paikdabang and other key food service brands through a single application.

The BI renewal and integrated membership launch are part of Theborn Korea's strategy to recover from declining sales and falling stock prices following various controversies last year. Paikdabang accounts for over 60% of all franchise locations operated by Theborn Korea. After the general shareholders meeting in March, CEO Paek told reporters, "I expect to see results in the second half of the year," and emphasized plans to expand overseas business and pursue new ventures based on the franchise business model.

A representative from Theborn Korea added, "We are refining Paikdabang's overseas business model by examining consumption trends, commercial area characteristics, and potential for local partnerships in each country."

This content was produced with the assistance of AI translation services.