Hollys Coffee opens first U.S. store
Hollys Coffee, Korea's largest coffeehouse chain, opened its first store in the United States on Sunday.
The company's American debut in Los Angeles, California, follows Hollys' first overseas entry in Kuala Lumpur, Malaysia last year, with plans to open two more stores this year.
Hollys said its entry into the United States signals Korea's readiness to compete in the global market with a build-up of know-how and expertise in the art and management of coffee brewing.
The shop in L.A. is located in a business area in Koreatown, targeting not only Korean nationals studying and visiting there, but also Korean residents and other ethnic groups in the multicultural city.
The company said it aims to share Korea's coffee-drinking culture and the unique beverage menu that it provides for consumers in the home market. The L.A. shop features Hollys' yogurt-based shakes and its sweet potato latte.
"This store opening is an achievement that comes from the confidence of a Korean brand's interpretation of Western coffee culture," said Lim Ji-young, marketing manager of Hollys Coffee. "As much as we have received recognition in the home market competing with mammoth brands, we aim to become a global brand with the unique ambiance and taste of Hollys Coffee."
The company plans to continue its U.S. expansion riding on the so-called Korean Wave and trigger a "new" Korean Wave.
The coffeehouse ranks second in the domestic market in terms of number of stores, which currently totals 135. Starbucks leads the market with over 200 stores, while Coffee Bean ranks third with 110 stores.
The take-out gourmet coffee and coffee-house culture was inspired by Starbucks after it entered Asia's fourth-largest economy in 1997. Since then, the take-out coffee and cafe market has mushroomed, bringing in both local and global brands.
By Yoo Soh-jung
(mailto:sohjung@heraldm.com) 2008.04.15 by. Korea Herald
Hollys Coffee, Korea's largest coffeehouse chain, opened its first store in the United States on Sunday.
The company's American debut in Los Angeles, California, follows Hollys' first overseas entry in Kuala Lumpur, Malaysia last year, with plans to open two more stores this year.
Hollys said its entry into the United States signals Korea's readiness to compete in the global market with a build-up of know-how and expertise in the art and management of coffee brewing.
The shop in L.A. is located in a business area in Koreatown, targeting not only Korean nationals studying and visiting there, but also Korean residents and other ethnic groups in the multicultural city.
The company said it aims to share Korea's coffee-drinking culture and the unique beverage menu that it provides for consumers in the home market. The L.A. shop features Hollys' yogurt-based shakes and its sweet potato latte.
"This store opening is an achievement that comes from the confidence of a Korean brand's interpretation of Western coffee culture," said Lim Ji-young, marketing manager of Hollys Coffee. "As much as we have received recognition in the home market competing with mammoth brands, we aim to become a global brand with the unique ambiance and taste of Hollys Coffee."
The company plans to continue its U.S. expansion riding on the so-called Korean Wave and trigger a "new" Korean Wave.
The coffeehouse ranks second in the domestic market in terms of number of stores, which currently totals 135. Starbucks leads the market with over 200 stores, while Coffee Bean ranks third with 110 stores.
The take-out gourmet coffee and coffee-house culture was inspired by Starbucks after it entered Asia's fourth-largest economy in 1997. Since then, the take-out coffee and cafe market has mushroomed, bringing in both local and global brands.
By Yoo Soh-jung
(mailto:sohjung@heraldm.com) 2008.04.15 by. Korea Herald
At first, I was very surprised that the Hollys Coffee was made by Korean. The Hollys Coffee brand image good to customers. So, I thought that the Hollys was made by American. This recognition come from the condition of Korean marketing. I think Korean marketers haven't tried to innovate in their situations.
We know that the Starbucks is success in their own field market. The Hollys thrust themselves in this keen competition. In this point, the Hollys coffee is successful case. Anyway they try to compete the other prominent companies. I visited the Hollys Coffee Internet site. The hompage is very useful for knowing about coffee and attractive. Even if the homepage is small part in the company system, the small parts are important for the whole.
Korean marketers have to consider the view of world and try to innovate for the global market. And a lot of companies try to compete to multinational corporations through the thorough market research.
20700748 Han Lee-Jee
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