Theborn Korea's Paik’s Noodle restaurant in Ulaanbaatar, Mongolia / Courtesy of Theborn Korea
Theborn Korea, a prominent Korean food service company led by celebrity restaurateur Paik Jong-won, opened its first Korean-Chinese restaurant franchise in Ulaanbaatar on May 9, marking a major push into the Mongolian market.
The new outlet, operating under the brand name Paik’s Noodle, specializes in Korean-style Chinese dishes such as "jjajangmyeon" (black bean noodles) and "jjambpong" (spicy seafood noodle soup). The restaurant experienced an immediate surge in demand, with revenue doubling on its second day of operation. The unexpected rush prompted management to temporarily restrict entry to maintain service quality. Local television networks also heavily covered the launch, highlighting it as the first franchise of its kind in the country.
The expansion is part of a broader strategy by Theborn Korea to leverage its multibrand portfolio in high-growth regions. The company said it chose Ulaanbaatar because it serves as Mongolia's primary consumer market, home to more than 70 percent of the nation's 3.5 million residents. Additionally, local consumer interest in Korean food culture has risen significantly, driven by the widespread popularity of Korean entertainment and streaming content.
Theborn Korea previously established a footprint in the country with its barbecue franchise, Saemaul Restaurant, which has grown to five locations since entering Mongolia in 2023. Following the initial success of the noodle franchise, the company plans to open a second Paik’s Noodle location in Ulaanbaatar's Ayud Tower later this year.
As of March, Theborn Korea operates 154 international stores across 13 countries, with plans to accelerate its global expansion in the second half of the year, including opening its first café brand location in Japan. With its diverse multibrand portfolio, the firm said it aims to continue expanding its global footprint to match evolving international tastes.
This article was published with the assistance of generative AI and edited by The Korea Times.
Source: Korea Times News
