Brand Image
Local coffee chain Caffe Bene (www.caffebene.co.kr) has chosen Korean pop star Kim Soo-hyun as its model to accelerate its penetration of the global market.
As a company which has entered the markets of 12 countries around the world, this is a measure to strengthen its global brand image.
An official from the company said, “We believe that the image of Kim Soo-hyun, who is popular across Asia with his good looks and superb acting, accords with our goal to strengthen the position in the global coffee market beyond its Korean market.”
Kim Soo-hyun will participate in various marketing activities, including commercials on TV and in papers, as Caffe Bene’s exclusive model for one year in the future. In particular, he will focus on the global market, as he is very popular among younger consumers throughout Asia, such as China and Taiwan.
Caffe Bene is considered a myth in the coffee franchise industry. The company recorded 220 billion won (US$200 million) in sales in 2012 and ranked 2nd in the industry following Starbucks. Currently, Caffe Bene is running 1,500 stores in 12 countries around the world as a cultural complex space, becoming a leading company in the world.