Pascucci, an iconic Italian coffee brand founded in 1883, first entered the Korean market in March 2002 with its Hongik University branch in Seoul. Once a popular name in Korea’s booming coffee scene, the brand is now aiming for a major comeback.
SPC Group, which holds the business rights for Pascucci in Korea, announced plans to strengthen its presence this year through increased brand awareness, store expansions, and improvements. To boost recognition, Pascucci has updated its brand slogan to “Sense of Italy” and revamped its brand identity (BI) to reflect a more luxurious image. The new logo, featuring gold tones symbolizing the golden crema of Italian espresso, has also dropped the word “Caffe.”
In an effort to appeal to a younger audience, Pascucci has selected Karina from the popular girl group Aespa as its first-ever brand ambassador in Korea.
Pascucci is also actively recruiting franchisees and plans to grow its store count. As of December last year, there were 485 Pascucci locations in Korea, including 25 directly managed stores and 460 franchise locations. A company representative stated, “We are committed to increasing our store numbers this year and expanding our reach.”
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