Dunkin’ Donuts in South Korea

620 Words3 Pages
South Korea has a strong $1-trillion economy; it is the third largest market in Asia, behind Japan and China. It also has the 13th largest economy in the world. It is expected that the economy’s current upward trajectory will continue for some time to come. This makes South Korea an attractive market for foreign investment, especially as the world economy, as a whole, continues to improve.
Dunkin’ Brands, Inc., a global player in the fast food business, while targeting Asia for its global expansion, concluded that South Korea’s economy was stronger than those of other Asian countries. Dunkin’ Brands, Inc. launched in South Korea in 1992. Dunkin’ cited the fact that U.S. Military troops have long been a presence in South Korea, which has allowed South Koreans to be exposed to Western influences and which makes the Dunkin’ Donuts brand familiar to South Korean consumers. Dunkin’ was right on both counts, and now counts its South Korean franchises as one of the largest contributors to its business interests located outside the U.S. In 2008...

More about Dunkin’ Donuts in South Korea

Open Document