SEOUL, July 16 (AJP) - South Korean dessert franchise Sulbing is expanding its footprint in Southeast Asia, announcing a new master franchise agreement with a local partner in the Philippines, Wednesday.
The agreement, signed on July 15 at Sulbing’s headquarters in central Seoul, brings the brand into its third Southeast Asian market following Malaysia and Cambodia.
Sulbing CEO Kim Eui-yeol and Winnie Go, head of Beyond Bingsu Cafe Inc. — a newly formed company under the Fredley Group of Companies — attended the signing ceremony.
The Fredley Group, which operates more than 200 restaurants across the Philippines, will oversee Sulbing’s operations in the country through the new franchise entity.
The first location is scheduled to open by the end of this year at the SM Mall of Asia in Manila, one of the Philippines’ largest commercial centers. A second location is also slated to launch before year’s end.
“With Beyond Bingsu Cafe’s extensive experience in food and beverage operations, we expect to offer localized service and ensure stable store management,” a Sulbing official said in a statement. “Their expertise will play a key role in establishing Sulbing in the Philippine market.”
Founded in South Korea and known for its modern take on bingsu — a traditional shaved ice dessert — Sulbing currently operates 587 stores domestically and 12 overseas, including locations in the United States, Japan, Australia, Malaysia, and Cambodia.
The company also said it aims to expand into additional Southeast Asian markets, including Singapore, Taiwan, Vietnam, and Laos, as part of a broader push to increase its global presence.
Copyright ⓒ Aju Press All rights reserved.
View more comments