S. Korea Surpasses Japan to Become the World's Third-Largest Starbucks Market

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The number of Starbucks stores in South Korea exceeded 2,000, surpassing Japan and ranking third in the world.


🔥 3 key points

1️⃣ The number of Starbucks stores in Korea is 2,009, ranking 3rd in the world, ahead of Japan (1,991)

2️⃣ Increased number of stores by 500 in 4 years, with one new store opening every three days

3️⃣ Maintain continuous growth through growth of coffee consumption culture and localization strategy



South Korea Surpasses Japan to Become the World's Third-Largest Starbucks Market

Rapid Growth of Starbucks in Korea

Starbucks Korea has officially overtaken Japan in the number of stores, reaching 2,009 locations by the end of 2023. This marks a significant milestone as Korea now ranks third globally in Starbucks presence, following the United States and China. Since opening its first store in 1999 near Ewha Womans University, Starbucks Korea has grown exponentially over 25 years.

The expansion rate has been remarkable—just four years ago, Korea had 1,508 stores, trailing Japan by 121 locations. However, aggressive expansion, averaging one new store every three days, has propelled Korea past Japan. Seoul alone houses over 600 Starbucks locations, with Gangnam boasting nearly 100 stores concentrated in office districts.


Why Is Starbucks So Popular in Korea?

Starbucks Korea attributes its success to several factors:

  • Consistent quality: As all stores are directly operated, coffee taste and service remain uniform nationwide.
  • Digital innovation: Features like the Siren Order mobile app, which allows customers to pre-order drinks, have enhanced convenience.
  • Localized menu: Items like Choux Cream Latte have been tailored to Korean tastes, receiving positive feedback.
  • Subscription and fast-order services: The introduction of Buddy Pass and Now Brewing during peak hours has further streamlined customer experience.

Korea’s Coffee Culture and Starbucks' Future
Korea’s coffee consumption is among the highest in the world, with an average of 405 cups per person annually—2.7 times the global average. This reflects coffee's deep integration into daily routines. Coffee imports surged by 11% in 2023, reinforcing this trend.

With aggressive store expansion, Starbucks Korea’s revenue likely surpassed 3 trillion KRW ($2.25 billion) in 2023. However, profit margins have fluctuated, dropping from 10% in 2021 to 4.8% in 2023, though they showed recovery in the latter part of the year.

Despite economic challenges, Starbucks Korea continues to innovate and expand, solidifying its dominance in the country’s thriving coffee market.


In short
Starbucks Korea has rapidly grown to over 2,000 stores, surpassing Japan for third place globally. Digital innovation, localized offerings, and strong coffee culture have driven this success. Despite declining profit margins, the brand remains a dominant force in Korea’s coffee industry.


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