Paik's Coffee rebrands ahead of Japan debut

South Korean budget coffee chain Paik's Coffee unveiled a new global brand identity Tuesday, laying the groundwork for the opening of its first Japanese store next month.

Theborn Korea, the chain's operator led by celebrity chef Paik Jong-won, said it had adopted the English-language logo "Paik's Dabang" to replace its Korean-centric branding, aiming to make the name more recognizable abroad while preserving "dabang," a traditional Korean word for coffeehouse.

The rebranding comes as Paik's Coff ...