Paik’s Coffee, a popular low-cost coffee franchise operated by Korean culinary giant Theborn Korea, unveiled a comprehensive brand identity overhaul Tuesday as part of an aggressive push into international markets. The centerpiece of the rebranding is a transition from Korean-language signage to a logo with English script saying "Paik’s DABANG." The strategic shift is designed to enhance brand recognition among international consumers and ensure visual consistency as the franchise expands into new territories. The commercial rollout begins next month. Theborn Korea, helmed by celebrity chef and CEO Paik Jong-won, confirmed it will open its first flagship Tokyo location in August 2026, with a second Japanese outlet slated to open by the end of the year. The company is also doing feasibility studies and creating localized business models to enter other major markets, including China, Taiwan and the United States. Company officials noted that use of the romanized Korean word "dabang" — an older term for a traditional coffee house — was intentional. By retaining the word, the brand