Jollibee Foods Corporation is doubling down on its global coffee ambitions as its South Korean brand, Compose Coffee, delivered an impressive early showing in Taiwan—an encouraging sign ahead of its planned Philippine debut later this year.
The value-driven coffee chain drew strong pre-opening demand at its first Taiwan store, with customers lining up as early as 8:00 a.m. and wait times stretching up to two hours at peak. At its busiest, the outlet was serving roughly one cup every 20 seconds, translating to about NT$70,000 in first-day sales—an early indicator of the brand’s resonance in a new market.
The enthusiastic reception underscores the appeal of Compose Coffee’s formula: high-quality beverages at competitive prices with generous serving sizes. Its Korea-inspired offerings—including iced Americano, red bean injeolmi milkshake, and dalgona latte—quickly emerged as crowd favorites, reflecting strong alignment with local tastes. The brand also rode the wave of Korean pop culture, with renewed global attention on BTS and its member Kim Taehyung, who serves as Compose Coffee’s ambassador, helping amplify brand awareness and drive first-time visits.
For the Jollibee Group, the Taiwan rollout represents more than just a successful store opening—it serves as a testbed for refining operations and customer experience as it scales internationally. “We are encouraged by the strong early response to Compose Coffee’s proposition in Taiwan,” said Richard Shin, CEO for Jollibee Group’s international business. “We believe the brand has the potential to become a leading global name, anchored on great-tasting coffee at accessible prices and a store model designed for rapid expansion.”
The company is building a broader coffee ecosystem around the brand. In Europe, Compose Coffee has secured a partnership with Hotel 101 Madrid, where its pour-over coffee is now offered across approximately 500 rooms—creating a steady stream of recurring demand through daily in-room consumption.
With around 3,000 stores already operating in South Korea, Compose Coffee is emerging as a scalable and profitable pillar within Jollibee’s growing beverage portfolio. The brand has also earned top marks in customer satisfaction among low-cost coffee chains in South Korea, based on a survey by the Korea Consumer Agency, reinforcing its credibility as it expands abroad.
As momentum builds overseas, all eyes now turn to the Philippines, where Compose Coffee is set to enter within the year. Backed by strong early traction and a proven value proposition, the brand is positioning itself to compete in one of Southeast Asia’s most dynamic coffee markets.