By UN Journal Lee Jon-young
The Korean coffee market is gaining global attention. It is now more than just a trend, but a new category called 'K-Coffee' is forming alongside K-Food. At the center of it all is Kim Jin-koo, CEO of COFFEE NINE, who raised the profile of Korean coffee by winning 6th place at the 2012 SCAE WCIC World Championships in Vienna, Austria as a Korean national team member. He is leading the innovation of Korea's leading K-Coffee brand by exploring the essence of coffee.
Kim Jin-koo, a pioneer of K-Coffee franchise
With a deep understanding and research of coffee, Kim made his name on the world stage by representing Korea at the 2012 Barista World Championships. He went on to become more than just a coffee expert and founded COFFEE NINE in 2013, and in 2022, he became the first Korean national barista to start a franchise business in earnest. Today, COFFEE NINE is growing rapidly, with more than 80 franchisees nationwide after only two years of franchising business.
His philosophy is simple. “A cup that satisfies everyone.” Based on this, COFFEE NINE is continuously researching and developing not only traditional espresso-based drinks, but also original coffee menus utilizing Korean ingredients to bring Korean coffee culture to the global market.
K-Coffee Innovation: Coffee meets Korean sense
Coffee Nine is differentiating itself with a high-quality, original menu that no other franchise has attempted. It has established its own unique branding, including the Korea Latte, which utilizes sesame oil and sesame seeds, which are traditional Korean ingredients, and the Nine Latte, Nine Ball, and Nine Water, which reflect its brand identity.
As such, Coffee Nine shows the dignity and competitiveness of Korea's first national franchise. These menus are not just beverages, but also show the direction that the K-Coffee brand should take in the global market. With a brand identity that represents Korean coffee culture, Kim's COFFEE NINE shows great promise that K-Coffee could soon become an important player in the global market.
COFFEE NINE, a propagator of Korean coffee culture
Kim aims to grow COFFEE NINE into a platform that spreads Korean coffee culture, not just a franchise. To do this, he personally selects beans, researches the optimal roasting process, and focuses on providing high-quality coffee at a reasonable price.
He is also actively involved in training baristas for the national team. He has been developing junior baristas based on his experience and skills, and is working to grow the Korean coffee industry. Thanks to these efforts, COFFEE NINE is positioning itself as a brand that is leading the development of Korean coffee culture.
This is the result of Kim's excellent management sense and differentiated brand strategy, and shows great promise for K-Coffee's future in the global market.
K-Coffee goes global
Kim's vision is not limited to domestic success. Along with the K-food craze, he wants to expand the potential of K-coffee to the global market. To this end, COFFEE NINE is preparing to take the leap to become a global brand that enters overseas markets with a national identity.
His dream is that K-Coffee can be experienced anywhere in the world. To achieve this, COFFEE NINE is continuously researching and innovating to make Korean flavors and coffee depth shine on the global stage.
For CEO Kim Jin-koo and COFFEE NINE, the challenge is ongoing. His cup of coffee is more than just flavor, it's Korean tradition, innovation, and the spirit of challenge to the world. We're looking forward to the history of K-Coffee that he will make in the future.
