South Korean frozen yogurt franchise Yoajung is ramping up its international expansion with an ambitious target of opening 100 stores across China by the end of 2026, marking one of the fastest overseas growth plans by a Korean dessert brand in the market. The company is expanding through a master franchise model, with China positioned as a strategic growth market for its global franchise business.
The brand entered China in 2025 and has since established 19 outlets across key cities including Shanghai, Suzhou, Beijing, Chongqing and Shenzhen, focusing initially on premium shopping malls to build brand awareness among younger consumers. According to the company, store development is now accelerating, with additional franchise openings planned across Beijing and major cities in the Yangtze River Delta.
“We are aiming to open 100 franchise stores this year, and we believe it is fully achievable,” a Yoajung China official said during a media briefing.
Localization at the Core of Expansion
Rather than replicating its Korean operations, Yoajung has invested heavily in adapting its products to local consumer preferences.
Its China master franchise has established a local research and development laboratory to develop products specifically for the Chinese market while maintaining the same product quality and operating standards as in South Korea. The company has also introduced smaller serving sizes, smoothie-style yogurt products, and localized menu options to better align with Chinese eating habits and price expectations.
In South Korea, Yoajung is known for offering customers up to 159 customizable topping combinations, featuring fruits, granola, honeycomb, cookies and other premium ingredients. For China, however, the menu has been simplified and tailored to local tastes while retaining the brand’s signature customization concept.
Hybrid Franchise Model Supports Rapid Scaling
Yoajung’s China business is operating under a hybrid structure combining company-managed and franchised outlets, a model designed to accelerate multi-unit expansion.
Choi Jeong-min, Co-CEO of Yoajung’s China master franchise, said: “In China, it is common for one franchise owner not to run just one store, but for the headquarters and franchisees to split equity and operate multiple stores through multi-store contracts.” He added: “If Yoajung has raised brand awareness in China over the past year, we plan to expand franchises based on what we have achieved so far.”
Choi also noted that opening the company’s 100th store in China is now only a matter of time, with quality-control systems already established to support rapid expansion while maintaining consistent operating standards.
Capitalizing on China’s Evolving Dessert Market
Yoajung’s expansion comes as China’s premium dessert sector continues to attract growing consumer interest, particularly among younger demographics seeking healthier, customizable and experience-driven food concepts.
Industry trends show increasing demand for frozen desserts, gelato, specialty beverages and bakery products, while growth is also shifting beyond first-tier cities into lower-tier markets where value-conscious consumers are driving new opportunities.
To strengthen its brand recognition, Yoajung has also partnered with K-pop group Tomorrow X Together (TXT) for marketing campaigns targeting Chinese consumers.
A Yoajung China official said: “Chinese consumers have a high purchase rate for new things, and younger people in particular are very interested in items that are both luxurious and cute.” The official added: “If we expanded stores mainly in first-tier cities over the past year, we are now broadening our reach to second- and third-tier cities, so opening 100 stores this year is fully achievable.”
Founded in 2021, Yoajung, short for “The Standard of Yogurt Ice Cream”, has become one of South Korea’s fastest-growing frozen yogurt franchise brands. The chain has built its reputation around premium soft-serve frozen yogurt paired with customizable toppings and has expanded rapidly through franchising, supported by strong delivery demand and social media popularity. The brand is owned by Samhwa Foods, which acquired it in 2024 to support its long-term domestic and international growth strategy.
With its master franchise approach, localized product innovation and multi-unit development strategy, Yoajung is positioning itself to become a significant player in China’s fast-growing dessert market while strengthening its international franchise footprint.
