OWL Magazine Korea

With Starbucks now a ubiquitous presence worldwide, it has established itself as the largest global coffee chain, offering a popular and comfortable space concept. However, there is another coffee franchise that takes a different approach and competes with Starbucks. While not as large in scale yet, Blue Bottle has been expanding its business with a strategy that focuses solely on ...

When Starbucks first entered Korea, it positioned itself with a luxurious image. However, as it expanded across the country, it transformed into a more mainstream space rather than a luxury one. While Starbucks focused on efficiency and spatial strategy in distribution, Blue Bottle grew by paying attention solely to the quality of coffee under the name of “specialty coffee.” As ...