Attack of K-Coffee... Ediya's Expansion into Malaysia

Native coffee franchise Ediya Coffee is officially launching its global business by signing a Master Franchise (MF) agreement in Malaysia.

Ediya Coffee announced on the 21st that it signed a master franchise agreement with a local corporation at the Sheraton Petaling Jaya Hotel in Malaysia on the 20th. The event was hosted by Moon Chang-gi, Chairman of Ediya Coffee, and Mohamad Hafaz bin Abdul Rahim, CEO of the Malaysian partner company.

Jae-Yeol Jeong, aT Kuala Lumpur Deputy Director, Sang-Soo Kim, CEO of Ediya Coffee, Chang-Ki Moon, Chairman of Ediya Coffee, Muhammad Kamil bin Abdul Munim, Political Secretary of the Ministry of Finance, Khairul Azwan Harun, Chairman of the Board of Halal Development Corporation, Mohammad Hafaz bin Abdul Rahim, CEO of Partner Company

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Additionally, about 250 people attended, including Malaysian VIPs such as Muhammad Kamil bin Abdul Munim, Political Secretary to the Malaysian Ministry of Finance, and Khairul Azwan Harun, Chairman of the Halal Development Corporation Board, as well as local media and prospective franchisees.

This large-scale MF contract signing ceremony is considered an unprecedented case among domestic brands entering Malaysia. It shows that local market stakeholders and customers are paying great attention to the Korean coffee brand ‘Ediya Coffee.’

A master franchise is a contract method where the right to operate a brand franchise business is sold for a fixed period through a company familiar with local circumstances.

In the coffee specialty store business, where taste and quality greatly affect competitiveness, an efficient supply chain operation model for raw materials is important. Ediya Coffee’s partner company is a consortium corporation of local food service franchise companies and distribution specialists. Ediya Coffee plans to successfully settle in the Malaysian market and secure competitiveness within the local coffee market by cooperating with major local supply chain and logistics management industries.

The MF partner company aims to expand to 200 stores in Malaysia within the next five years. Based on an analysis of Malaysian commercial districts, they have secured multiple candidate locations and plan to open three stores within the year.

Ediya Coffee directly distributes coffee beans and raw materials produced at its own roasting factory, Dream Factory, to Malaysia. In addition to popular domestic menu items such as ‘Americano’ and ‘Toffee Nut Latte,’ they plan to sequentially introduce specialized menus tailored to local preferences.

Building on this entry, Ediya Coffee aims to expand its business to the global halal market by leveraging Malaysia’s strategic location and halal market. They will continuously strive to increase trust among halal consumers worldwide by complying with strict halal standards and providing high-quality localized products.

Mohamad Hafaz bin Abdul Rahim, CEO of the partner company, said, “Malaysia’s strategic location and growing coffee market will be a great opportunity for both our businesses. We will continue to build a strong presence in Malaysia and establish ourselves as a competitive brand through positive partnership formation.”

He added, “In line with global sustainable management trends, we will strengthen ESG management by reducing waste, creating local jobs, practicing transparent ethical management, and fulfilling corporate social responsibility to create long-term value for stakeholders and contribute to a sustainable future.”

Moon Chang-gi, Chairman of Ediya Coffee, said, “We expect this entry into Malaysia to lay the foundation for pioneering the Southeast Asian coffee market. We will concentrate the know-how accumulated in the domestic coffee market to become a representative Korean coffee brand loved in the global market.”

Meanwhile, Ediya Coffee is steadily expanding its franchise business under the management philosophy of ‘sincerity about coffee’ and ‘win-win with franchisees’ amid the rapidly changing domestic coffee market, and is on the verge of opening its 4,000th store, a first in the industry.

Based on this domestic popularity, its presence in overseas markets is steadily expanding. The ‘Guam Micronesia Mall Store,’ opened last December, has attracted attention from tourists and locals with differentiated quality and unique menus, and Ediya Coffee plans to open up to three stores in Guam within the year.

Additionally, Ediya Coffee continues to establish itself as a global coffee brand by exporting numerous distribution products such as stick coffee and RTD beverages to 23 countries including the United States and Hong Kong.

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