South Korea’s Ediya Coffee names Jo Gyu-dong as CEO

SOUTH KOREA – Coffeehouse chain Ediya Coffee has appointed Jo Gyu-dong as its new CEO, succeeding the outgoing Kim Sang-soo.

Gyu-dong joined Ediya in 2018, where he initially led the franchise and research divisions before taking charge of distribution and supply chain management.

In his new role, Gyu-dong will serve as co-CEO alongside Chairman Chang Gi Moon. Ediya highlighted Gyu-dong’s proven performance and experience as key factors in his appointment, believing that his leadership can help reverse the company’s recent decline.

In 2023, Ediya saw a drop in annual revenue, with group sales falling by 1% year-on-year to KRW 276 billion ($188 million).

Operating profits also decreased by 18%, reaching KRW 8.2 billion ($5.6 million). Since then, the company has struggled with brand positioning amidst intensifying competition from cost-conscious domestic operators and international brands.

This challenge has reportedly led to increased dissatisfaction among franchisees, particularly concerning store-level profitability.

To address these issues, Chang-ki announced on January 2, 2025, that Ediya would focus on “change and innovation” in the coming year.

In his New Year address, Moon emphasized plans to improve the management team and internal decision-making processes to bolster the company’s competitiveness in the domestic market.

The strategy includes a long-awaited brand revamp, increased investment in franchisee operations, and expansion into international markets.

Gyu-dong’s appointment is seen as a step towards achieving these objectives.

In October 2024, Ediya introduced actor Byeon Woo-seok as its first brand ambassador and committed to a range of marketing activities aimed at refreshing the brand’s image. This move is part of a broader effort to rejuvenate the company’s presence in the market.

Ediya also made its first significant international move in December 2024, opening the first of 200 planned stores in Malaysia.

This marks a return to international expansion after a previous unsuccessful attempt in China and a 2023 launch in Guam. Moon expressed confidence that entering Malaysia would help Ediya establish a strong presence in the Southeast Asian coffee market.

With 4,000 outlets, Ediya is one of South Korea’s largest coffee chains but has faced significant challenges in maintaining its brand positioning due to increased competition.

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