Did you know that 'Sulbing', a Korean shaved ice specialty store introduced to you last time, is gaining popularity not only in Korea but also in overseas markets? This shop specializes in traditional Korean shaved ice and sells delicious Korean shaved ice, and foreigners who are interested in Korean culture often visit it in many media reports. It looks like you can see a lot.
Therefore, this time, as the summer gets hotter, we will investigate the performance of 'Sulbing', which is getting more and more attention in the overseas market, and how foreigners evaluate 'Sulbing', and let you know!
Sulbing's overseas market research
Sulbing started as a Korean dessert cafe brand in 2010 and is currently preparing to enter 16 countries around the world. They recently re-entered Japan and are planning to open two stores in Tokyo. Japan is the largest dessert market in Asia, and there are many consumers who are interested in Korean culture and food due to the influence of the Korean Wave. Sulbing utilizes these advantages to introduce various menus such as Injeolmi Bingsu and Mango Cheese Bingsu. In addition to Japan, snow ice is gaining popularity in China, Thailand, and Kuwait. Sulbing's popularity overseas can be attributed to various types of shaved ice and desserts, increased interest due to the influence of the Korean wave, and reflection of local culture in each country.
Sulbing's Japanese market
Source: Sulbing counts down upon re-entry to Tokyo, Japan - Asia Economy (asiae.co.kr)
Sulbing first entered Japan in 2016, and has opened six stores, starting with a store in Harajuku, Tokyo. Average monthly sales exceeded 200 million won. However, with the bankruptcy of partner company Emporio, the business in Japan was suspended. Afterwards, Sulbing signed a master franchise contract with J&K, a new partner, and re-entered Japan by opening a store in Shin-Okubo, Tokyo in February 2022. Currently, we are operating 3 stores, and we are aiming for 5 stores within the year.
Sulbing's Japanese store is decorated similarly to the Korean one. However, some interior changes have been made to suit the local culture and taste. For example, the main store in Shin-Okubo, Tokyo is located in Koreatown, so murals and props containing traditional Korean culture are placed. Also, since Japanese consumers prefer the one-person menu, there are many small tables and chairs. You can see that Sulbing's Japanese store is trying to match the local atmosphere while introducing Korea's dessert culture.
Japanese people love snow ice. Sulbing first entered Japan in 2016, and menus such as Injeolmi Bingsu and Strawberry Bingsu became popular. There are many reports that Japanese people find Korean-style shaved ice with soft ice and not too sweet taste attractive. In addition, it is said that Sulbing grew up through word of mouth, especially among young people, thanks to the Hallyu craze and social media promotion. However, in 2020, with the bankruptcy of its partner, Emporio, it temporarily withdrew from Japan. After that, in 2021, they signed a new contract with J&K and returned to the Japanese market. This time, they announced plans to expand stores in Osaka and Nagoya in addition to Tokyo.
Sulbing's Chinese market
Source: Chinese merchants in China.
Sulbing first entered China in 2015 and opened its first store in Shanghai. However, in China, a company called Sulbing Element, which stole the trademark of Sulbing, was operating hundreds of stores. Sulbing protested against this and filed a trademark invalidation trial, and in 2021, after the China Trademark Review and Adjudication Board raised Sulbing's hand, it is preparing to re-enter the Chinese market. Sulbing opened a three-story store in Hangzhou, Zhejiang Province, and entered into Zhejiang Province in cooperation with a clothing manufacturing and distribution company that owns the largest knitwear market in China. Sulbing announced that she would continue to make efforts to promote the Korean Wave and the status of Korean desserts in the Chinese market.
Chinese people are positive about snow ice. In the Chinese restaurant evaluation app 'Dajung Dianping', Sulbing was selected as 'Korean restaurant loved by Chinese people'. Chinese people find Sulbing's soft ice and not-sweet taste attractive. In addition, Sulbing is gaining popularity, especially among young people, thanks to the Hallyu craze and social media promotion. Even in China, menu items such as Injeolmi Bingsu and Strawberry Bingsu are the most popular. It can be seen that Sulbing has won a dispute with a company called 'Sulbing Element', which stole the trademark in China, and is trying to re-enter the Chinese market.
Source: Sulbing, entering China... Leading globalization of Korean desserts (nspna.com)
Sulbing's Chinese store is doing various activities to promote Korean culture. For example, they sell Injeolmi Bingsu, which uses Injeolmi, a traditional Korean rice cake, as the main ingredient, and sometimes hang photos or posters of Hallyu stars in the store. Also, on Korean holidays or special occasions, we welcome customers wearing hanbok, traditional Korean clothes, and hold events where they can experience Korean traditional games such as Yutnori and Jegichagi. In this way, Sulbing plays a role in introducing and promoting Korean culture in China.
