The Born Korea

What The Born Korea does

The Born Korea Co., Ltd. (주식회사 더본코리아, KOSPI: 475560) is a multi-brand restaurant and café franchise operator headquartered in Gangnam-gu, Seoul, founded in 1993 by celebrity chef Paik Jong-won. The company operates a portfolio of over 30 restaurant, café, pub, and hospitality brands spanning Korean (Saemaeul Sikdang, Hanshin Pocha, Dolbaegi), Chinese (Hong Kong Banjeom, Richun Market, Paik's Noodle), Japanese (Yeokjeon Udon, Yeondon Vol Kats), Western (Rolling Pasta, Baekboy Pizza), coffee (Paik's Coffee) and hotel (Hotel The Born) categories. It serves price-conscious Korean mass-market consumers through hundreds of franchise storefronts per major brand, supported by an in-house franchise startup center, training facility in Yesan, and e-commerce platform (Theborn Mall) plus mobile ordering app (Theborn Order).

The business model is asset-light franchise-led: The Born Korea collects franchise fees and royalties from franchisees while providing brand standards, product development, marketing, and centralized support. The company has begun international expansion, opening Paik's Noodle in Ulaanbaatar, Mongolia in May 2026 and Mala Baek in Tokyo's Shin-Okubo in April 2026, with stated plans for North America, Southeast Asia, and Europe. Customer acquisition is amplified by founder Paik Jong-won's personal brand and YouTube cooking channel ('백종원 PAIK JONG WON'), alongside delivery-platform promotional partnerships with Baemin and Coupang Eats, and entertainment IP collaborations (ONE PIECE, Blizzard, Crayon Shin-chan, Hyundai Motor).

Financially, FY2025 consolidated revenue was 361,239 million KRW (down 22% from 464,151 million KRW in 2024), with an operating loss of -23,679 million KRW versus +36,024 million KRW operating income the prior year. The company went public on KOSPI in late 2024 and has faced multiple regulatory investigations by the Ministry of Employment and Labor, police, and Fair Trade Commission over franchise labor practices, ingredient mislabeling, and franchisee profitability. The technology stack is conventional — web analytics, payment gateways (KakaoPay, Toss Payments, KGinicis), and standard delivery integrations — with no disclosed AI/ML differentiation.

Name

The Born Korea

Legal name

주식회사 더본코리아 (The BORN Korea Co., Ltd.)

Website

https://theborn.co.kr

Company type

Public

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Born Korea is a Seoul-headquartered multi-brand restaurant and café franchise operator (30+ brands including Paik's Coffee and Hong Kong Banjeom), founded in 1993 by celebrity chef Paik Jong-won, serving price-conscious South Korean consumers through an extensive franchise network and expanding internationally into Mongolia and Japan.

Ownership category

akta.pro rank

Product category

Multi-brand restaurant franchise operations

NAICS

Restaurants and Other Eating Places (7225)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Coffee Chains & Franchise Cafes (THAFADAB)

Keywords

• Multi-brand restaurant franchise
• Korean food service
• Coffee chain operations
• Casual dining chains
• Franchise restaurant operations

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Franchise Operations: The company generates revenue through franchise fees and royalties from franchisees operating under its brand portfolio including Paik's Coffee (빽다방), Saemaeul Sikdang (새마을식당), Hong Kong Banjeom (홍콩반점), and other restaurant brands.
2. Food and Beverage Sales: Revenue from direct sales through company-owned stores and franchise royalties. Consolidated revenue reported as 361,239 million KRW in 2025, down from 464,151 million KRW in 2024 and 410,658 million KRW in 2023.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

The Born Korea operates a multi-brand restaurant and café franchise platform built around more than 20 owned brands across Korean, Korean-Chinese, Japanese, Italian, pub, and coffee categories. The company generates revenue from food and beverage sales through both company-operated and franchised stores and from royalties and franchise fees paid by franchisees. Adjacent businesses include Hotel Theborn hospitality, Theborn Mall e-commerce, mobile ordering via Theborn Order, and international franchise expansion into Mongolia and Japan.

Product overview

The Born Korea operates as a major multi-brand restaurant franchise company and food distribution business founded by celebrity chef Paik Jong-won. The company manages a diverse portfolio of over 20 restaurant brands spanning multiple cuisines including Korean, Chinese, Japanese, Western, and pub food categories. Core brands include Paik's Coffee (빽다방) as the flagship coffee chain, Hong Kong Banjeom (홍콩반점) for Chinese cuisine, Saemaeul Sikdang (새마을식당) for Korean BBQ and stew, Yeokjeon Udon (역전우동) for Japanese udon/bowls, Hanshin Pocha (한신포차) for Korean pocha pub food, Rolling Pasta for Italian cuisine, Baekboy Pizza for pizza delivery, and many specialty concepts. The company also operates Hotel The Born, Theborn Mall e-commerce platform, and provides franchise development services through its startup center. International expansion includes Paik's Noodle in Mongolia and Mala Baek in Tokyo, Japan, with plans for further overseas growth across North America, Southeast Asia, and Europe. The company went public on Korea's main stock market in late 2024.

Differentiator

Problem solved

Functional benefit

Brands

• 빽다방 (Paik's Coffee): Coffee specialty brand known for affordable coffee and the signature 'Watermelon Juice' seasonal menu
• 홍콩반점0410 (Hong Kong Banjeom)
• 새마을식당 (Saemaeul Sikdang)
• 한신포차 (Hanshin Pocha)
• 역전우동0410 (Yeokjeon Udon)
• 빽보이피자 (Paik Boy Pizza)
• 롤링파스타 (Rolling Pasta)
• 人生설렁탕 (Insaeng Seolleongtang)
• 미정국수0410 (Mijeong Guksoo)
• 리춘시장 (Richun Market)
• 원조쌈밥집 (Wonjo Sambatjip)
• 돌배기집 (Dolbaegi Jip)
• 백철판 (Baek Cheolpan)
• 호텔더본 (Hotel Theborn)
• 백스비어 (Back's Beer)
• 연돈볼카츠 (Yeondon Vol Kats)
• 막이오름 (Mag I Oreum)
• 본가 (Bonga)
• 제순식당 (Jesun Sikdang)
• 빽다방 누들 (Paik's Noodle)
• 말라백 (Mala Baek)

Products and services

• Paik's Coffee (빽다방) Flagship affordable coffee chain brand under The Born Korea, known for large serving sizes, signature seasonal beverages (Watermelon Juice, red bean cup bingsu), and a bakery-cafe format (Paik's Coffee Bread Lab / 빽다방빵연구소); targets price-conscious South Korean coffee drinkers and is sold both in-store and through delivery partners.
• Hong Kong Banjeom 0410 (홍콩반점0410) Korean-Chinese casual dining brand specializing in jjajangmyeon, jjamppong, and tangsuyuk, served at budget-friendly prices (jjajangmyeon promotional pricing from 3,900 KRW). Marketed to mass-market consumers in South Korea through dine-in, delivery, and promotional campaigns (e.g., Diablo IV 'Hellsflame Tasting' collab).
• Saemaeul Sikdang (새마을식당) Korean BBQ and stew restaurant brand inspired by 1960s–70s Saemaeul Movement nostalgia, with signature items including Yeoltan Bulgogi (charcoal bulgogi) and 7-Minute Kimchi Stew. Operates as a franchised casual-dining concept targeting South Korean families and groups.
• Yeokjeon Udon 0410 (역전우동0410) Japanese-style udon, donburi (rice bowls), and tonkatsu restaurant brand with an open-kitchen concept, affordable menu pricing, and recurring limited-time collaborations (e.g., chef Imi Yeongsik summer menu, Chef Jang Ho-jun soy sauce grilled pork). Sold via dine-in and delivery.
• Hanshin Pocha (한신포차) Korean-style pocha (street-food pub) concept with signature chicken feet (Hanshin Dalkbal) dishes and other Korean pub foods paired with beer and soju. Targets adult diners seeking casual drinking and dining.
• Rolling Pasta (롤링파스타) Italian casual-dining brand offering pasta dishes, rice dishes, and hamburger steaks at affordable prices with a takeout/delivery format. Promoted through limited-time pastas (e.g., 5,000 Kwon Red Pepper Oil Pasta, Butter Garlic Pasta 5th-anniversary edition).
• Yeoldo (연돈볼카츠) / Baekboy Pizza (빽보이피자) Specialty pork cutlet (Yeoldo / 연돈볼카츠) and pizza delivery and takeout (Baekboy Pizza / 빽보이피자) brands operated as franchises in the portfolio, with products like cheese-filled pocket pizza and sweet potato pizza.
• Hotel Theborn (호텔더본) Hospitality brand operated as a wholly owned subsidiary of The Born Korea, currently including Hotel Theborn Jeju and offering room reservations and hospitality services.
• Theborn Mall (더본몰) Wholly owned e-commerce platform of The Born Korea selling merchandise, gift items, and food products to consumers, integrated with KakaoTalk/Naver login and KakaoPay/Toss/KGinicis payment gateways.
• Theborn Order (더본오더) and Startup Center (창업센터) Paik's Coffee mobile ordering and membership service with order-ahead, stamp collection, coupon management, and mobile payment features, plus the Startup Center franchise-recruitment, training, and support service operated by The Born Korea.

Quantifiable outcome

• Paik's Noodle in Ulaanbaatar saw revenue double on second day of operation
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Jang Hojun ChefminorStrategic or Co-development Partner · 30 September 2025Yeokjeo Udon collaborated with Black Rabbit Chef Jang Hojun for menu development including Soy Sauce Grilled Pork Over Rice, with plans for additional collaborations.
• ONE PIECEminorGTM or Marketing Partner · 31 July 2025Paik's Coffee collaborated with global anime ONE PIECE for summer season beverage launch (Sunny-Ho Ocean Smoothie, Gum-Gum Calamansi Smoothie) with limited edition merchandise including character keychains and picnic mats.
• 배달의민족 (Baemin)coreChannel Partner/ Reseller/ Distributor · 16 June 2025Primary delivery platform partner for franchise stores across all brands. Frequent promotional campaigns including discount events and exclusive offers through the platform.
• Imi Yeongsik ChefminorStrategic or Co-development Partner · 1 June 2025Yeokjeo Udon collaborated with 'School Food' chef Imi Yeongsik for summer menu launch including cold noodle dishes and pork cutlet items.
• Blizzard EntertainmentminorStrategic or Co-development Partner · 31 October 2024Hong Kong Banjeom collaborated with Blizzard Entertainment for Diablo IV promotion, offering in-game items to customers purchasing 'Hell's Flavor' menu items. Previously collaborated with World of Warcraft 20th anniversary expansion launch at Yeokjeo Udon.
• Hyundai MotorminorGTM or Marketing Partner · 24 September 2024Paik's Coffee collaborated with Hyundai Motor offering Casper Electric vehicle as grand prize in promotional event. Second collaboration following March 2024 event. Paik's Coffee autumn beverage purchases entered customers into prize drawing.
• Crayon Shin-chanminorGTM or Marketing Partner · 20 June 2024Paik's Coffee collaborated with anime 'Crayon Shin-chan' for summer menu launch featuring chocolate beverages and collectible stickers.

Scale indicators5 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• A Twosome Place: A Twosome Place is one of Korea's largest coffee chains competing directly with Paik's Coffee in the affordable premium coffee segment. Direct competitor for beverage traffic and franchisee recruitment, with overlapping target customer and pricing tier.
• Genesis BBQ: Genesis BBQ operates a major Korean fried chicken and casual dining franchise network across Korea. Comparable as a publicly listed Korean restaurant franchise operator with a focus on affordable mass-market dining and a multi-brand portfolio strategy similar to The Born Korea's approach.
• Lotte GRS (Lotteria): Lotte GRS operates Lotteria, Korea's leading QSR burger franchise chain. Comparable to The Born Korea as a major Korean franchise-based restaurant operator targeting mass-market consumers with affordable menu pricing and extensive national distribution.
• Kyochon F&B: Kyochon F&B is a major Korean fried chicken franchise chain with both domestic and international operations. Comparable to The Born Korea as a publicly listed Korean restaurant franchise group pursuing international expansion in markets including the U.S. and Southeast Asia.
• CJ Foodville: CJ Foodville is the restaurant arm of CJ Group, operating Bibigo, VIPS, Twosome Place, and other brands. Comparable to The Born Korea as a publicly listed Korean multi-brand restaurant franchise operator with a flagship coffee chain (Twosome Place) competing directly with Paik's Coffee.
• SPC Group: SPC Group is Korea's largest multi-brand food and beverage franchise conglomerate, operating Paris Baguette, Baskin-Robbins Korea, Dunkin' Korea, and Paris Croissant. Most directly comparable to The Born Korea given its parallel multi-brand portfolio strategy spanning bakery, coffee, ice cream, and casual dining across hundreds of franchise locations.
• Hollys Coffee: Hollys Coffee operates a major Korean coffee chain with hundreds of franchise locations nationwide. Direct competitor to Paik's Coffee in the Korean affordable coffee segment, with comparable franchise model and mass-market positioning.
• Ediya Coffee: Ediya Coffee is Korea's largest coffee chain by store count, operating a heavily franchise-based model at budget price points. Direct competitor to Paik's Coffee in the affordable Korean coffee segment with similar value positioning and franchise network structure.
• Dines Group: Dines operates Korean casual dining chains including Ashley Queens and others under a multi-brand franchise model. Comparable to The Born Korea as a Korean restaurant franchise group with diversified cuisine brands targeting mass-market consumers.

Broad incumbents

• Starbucks Korea: Starbucks Korea is the dominant premium coffee chain in Korea with strong nationwide presence. While positioned in a higher price tier than Paik's Coffee, it competes for the same daily coffee occasion and represents the upper bound of brand pricing power in the Korean coffee market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCyn-K7rZLXjGl7VXGweIlcA
• Instagraminstagram.com/theborn_tasty

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Born Korea