10 BILLION COFFEE, a budget-friendly coffee franchise in South Korea, is making waves in the country’s competitive coffee market with nearly 200 stores in just three years.

The brand, which opened its first shop in March 2022 near Seoul’s Kkachisan Station, reported that it now has 190 locations and plans to open its 200th store in mid-June, with a goal of reaching 250 by year-end.

10 BILLION COFFEE attributes its success to strong value-for-money offerings and a franchise model that encourages multi-unit ownership. The company said its closure rate was zero percent last year, and about 25 percent of franchisees now operate more than one store.

The brand’s efficient cost structure is a key factor.

Ingredient costs account for about 30 to 35 percent of total production costs, significantly lower than the 40 percent average seen in many Korean coffee chains.

Its affordable prices—1,900 won ($1.38) for an iced Americano and 2,900 won for its signature one-liter coffee drink — have been a major draw.

The company also noted that its cinema-inspired menu items, such as popcorn and nacho sets, have resonated with customers.

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