South Korean coffee franchise Angel in Us is returning to Indonesia six years after exiting the market, with parent company Lotte GRS signing a master franchise agreement with Indonesian food-and-beverage company Bogajaya Group.
The partnership will bring Angel in Us back to the Southeast Asian market with a first Indonesian outlet planned for Juanda International Airport in East Java by the end of 2026. The partners are targeting 10 outlets within five years, with the rollout expected to move from airports into major shopping malls and landmark locations.
The agreement was signed on August 24 at Lotte World Tower in Seoul by Lotte GRS CEO Lee Won-taek and Bogajaya Group CEO Budi Utomo. Bogajaya, headquartered in Surabaya, has more than 40 years of experience in Indonesia’s distribution, food-service and retail sectors, including operating outlets at major airports.
The airport-first strategy is central to the relaunch. Lotte GRS plans to use Bogajaya’s experience securing airport locations and managing food-service operations to establish the brand before expanding into other high-traffic retail environments.
Master Franchise Model Replaces Direct Operation
The Indonesian relaunch represents a significant change from Angel in Us’ previous market strategy. Lotte directly operated Angel in Us outlets alongside its Lotteria burger chain in Indonesia before withdrawing from the country in 2020.
Under the new master franchise agreement, Bogajaya can develop Angel in Us outlets within its territory and sub-franchise units to third parties. This gives Lotte GRS a locally managed route to expansion while allowing the Indonesian partner to build the network beyond directly operated stores.
For Angel in Us, the structure also provides a way to restart international development without relying entirely on company-owned investment and operations.
Indonesia Becomes the Next International Growth Platform
Lotte GRS is targeting Indonesia for more than a simple market return. The company plans to use the country as a strategic base for Angel in Us’ global expansion.
With a population of approximately 270 million, Indonesia provides a large domestic consumer market and a sizeable platform for developing a broader Southeast Asian presence.
The company currently operates around 240 Angel in Us outlets in South Korea, while the brand has no overseas outlets currently in operation. The Indonesian agreement therefore represents the first major step in rebuilding the brand’s international footprint.
The return also follows a difficult period internationally. World Coffee Portal reports that Angel in Us has closed around 500 stores in South Korea since 2015, as the brand has faced increasing pressure from South Korea’s rapidly expanding low-cost coffee sector. It also closed its sole remaining international location approximately nine months before the Indonesian relaunch.
That makes the Indonesia deal strategically important: the brand is not simply adding another overseas market but attempting to restart an international network after a period of contraction.
Lotte Sees Local Partnership as Key
Lotte GRS CEO Lee Won-taek described Bogajaya as a partner with strong local market understanding and business capabilities. He said Angel in Us would bring its coffee, desserts and differentiated store experience to Indonesian consumers.
Bogajaya’s background is particularly relevant to the initial expansion strategy. The company has developed expertise in operating food-service and retail outlets at Indonesian airports, giving it access to locations with concentrated passenger and business traffic.
The first store at Juanda International Airport will therefore serve as the initial test of the renewed concept before the network moves into shopping centres and other major destinations.
A New International Chapter for Angel in Us
Angel in Us is part of Lotte GRS’s wider foodservice portfolio, which includes Lotteria, Krispy Kreme Doughnuts, Villa de Charlotte and Plating. Lotte GRS has continued to pursue overseas growth across its foodservice brands, including markets such as Vietnam, Malaysia, Singapore and the US.
For Angel in Us, however, Indonesia represents a particularly important reset. The brand is returning with a local master franchise partner, a defined five-year development target and a market strategy built around airports, malls and landmark locations.
The immediate goal is 10 Indonesian outlets. The bigger test will be whether the new franchise-led model can give Angel in Us the platform it needs to regain an international presence and turn Indonesia into the starting point for its next phase of global expansion.
