Choi Jun-kyung, the CEO of Theventi (left), and Wesam Abojreas, the CEO of JKT NETWORKS. /Courtesy of Theventi

The coffee franchise The Venti announced on the 14th that it has signed a master franchise (MF) agreement with the leading corporation "JKT NETWORKS" in Jordan. MF is a method where the headquarters receives brand royalties and fees through contracts with local corporations instead of directly entering foreign markets, providing technical support and selling brand usage rights. It appears to be taking its first step into the Middle Eastern market.

According to The Venti, the corporation specializes in various business areas, including distribution, brand launching, and marketing in Jordan. The Venti is preparing to introduce a K (K) cafe brand optimized for the Jordanian market based on their local expertise and network.

Regarding the choice of Jordan as its third overseas expansion country after Canada and Vietnam, The Venti stated that it was a decision made after considering the geopolitical characteristics and market potential of the Middle East comprehensively.

Jordan is considered a country known for its cultural openness and excellent franchise acceptance. In particular, it is evaluated as having high strategic value as a trading hub where various nationalities and cultures coexist. The increasing popularity and awareness of Korean Wave in Jordan are also seen as optimal conditions for brand expansion.

The Venti plans to localize not only the beverage menu to match local culture and consumer preferences but also store operation methods, language, and channel strategies. The first store in Jordan is expected to open in the Amman area in the second half of this year. The Venti's goal is to gradually expand stores in Jordan as well as push for gradual entry into the Middle East and surrounding countries.

A representative of The Venti noted, "This entry into Jordan serves as a strategic foothold aimed at expanding beyond Asia into the Middle East and North Africa. It will mark an important milestone in The Venti's global roadmap. We plan to grow into a sensory brand that connects global and local by respecting cultural sensitivities in each country and providing consistent brand value to customers worldwide."

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