South Korea’s SPC Group commences premium rebrand for Caffè Pascucci

SPC Group currently operates over 500 Caffè Pascucci stores in South Korea | Photo credit: SPC Group

SPC Group has begun rebranding its Caffè Pascucci franchise in South Korea to highlight the coffee chain’s Italian heritage and premium positioning.  
 

The Seoul-based food and beverage conglomerate is removing the word ‘Caffe’ from its branding while introducing remodelled stores with a greater focus on espresso bars to evoke ‘an authentic taste of Italy’. SPC Group first introduced espresso bars to its Caffè Pascucci network in September 2021 to convey a greater ‘emphasis on Italian espresso’.  

Pascucci’s new signature coffee menu includes an Espresso Plate, which can be paired with traditional Italian favourites, such as affogato, macchiato and con panna. 

“Pascucci was the first coffee franchise to apply the espresso bar concept in Korea and has been at the forefront of spreading Italian coffee culture. Through rebranding, we strive to become a beloved brand by continuing the authenticity of an Italian brand that has lasted for 140 years while also introducing products and services that meet new customer trends,” a Pascucci spokesperson said. 

Paris Baguette-owner SPC Group brought Caffè Pascucci to South Korea in 2002 and currently operates over 500 licensed outlets across the East Asian country. It plans to roll out the new Pascucci branding over the next year. 

In April 2024, SPC Group and Caffè Pascucci outlined plans to open 100 new stores in South Korea annually and in January 2025 unveiled Karina, a member of K-pop group Aespa, as the coffee chain’s first brand ambassador. 

Caffè Pascucci is the latest first operator to undertake a premium rebranding to stand out in South Korea’s highly competitive branded coffee shop market, where more than 31,100 stores currently trade. In September 2024, SPC Group launched a new premiumised Dunkin’ store concept in Cheongdam-dong, Seoul. The Dunkin’ Wonders flagship café features an updated store design and revamped food and beverage menu, including a premium coffee range and lower sugar donuts. 

In December 2024, competitor CJ Foodville also unveiled a new ‘modern and sophisticated’ brand identity for its TOUS les JOURS bakery-café chain which it said would better reflect its premium coffee and pastry products. 

Additionally, Seoul-based Ediya Coffee appointed Jo Gyu-dong as its new CEO in January 2025 to spearhead a brand revamp designed to counter falling sales amid greater competition from both high-end and value-focused operators.