Why K-Donuts Works in Vietnam
K-Donuts is a K-FOOD dessert café concept that combines traditional Korean twisted donuts with a modern café experience. In Vietnam we position the brand as “K-FOOD Taste + Reasonable Investment + Smart Operation System”, designed for partners who want to build a scalable yet controllable F&B business.
- Brand Name: K-Donuts (케이도너츠)
- Slogan: Sweet Korea. Simple Happiness.
- Core Concept: Twisted donuts · Coffee · Bingsu in one K-dessert café
- Business Type: Mix of corporate-owned and franchise stores
- Market Positioning: Korean-style dessert café targeting young adults & families
Vision & Mission
| Vision | To become the leading K-FOOD dessert café brand representing Vietnam |
|---|---|
| Mission | To grow Korean taste & culture together with local partners as a global brand |
| Core Value | Tradition × Trend × Technology (heritage · trends · systems) |
Milestones
| 2022 | First store opened in Hanoi – “Korean Donut & Coffee” concept launched |
|---|---|
| 2023.11 | Company-owned store opened in Nha Trang – established as K-FOOD café brand |
| 2024 | Franchise expansion to Hai Phong; built brand operation system |
| 2025 | Focus on Northern cluster (Hanoi · Hai Phong · Bac Ninh) and preparation for South Vietnam |
Interior & Store Design Concept
K-Donuts stores are designed as warm and cozy Korean cafés, translated into local Vietnamese neighborhoods.
- Color palette: Warm Gray × Natural Wood × Cozy Light
- Beige-toned barista zone with wood furniture to highlight the space
- Photo zone with “K-DONUTS Coffee” neon signage
- Integrated layout between donut showcase and menu board for efficient flow
- Use of character goods (mugs, t-shirts, mini figures) that can evolve into retail merchandise
Franchise Support System & Brand Identity Strategy
6. Franchise Operation Support
- Standardized recipe manual: Integrated manuals for donuts, bingsu and beverages
- Ingredient supply: Donut powder, frying oil, toppings, and bingsu materials supplied directly from HQ
- Interior & equipment: HQ design guidelines and support for local construction & fixtures
- Training programs: Training for owners and staff on menu preparation, operations and hygiene
- Marketing tools: Social media content support, PPL exposure, loyalty programs, and store-specific brand bio link
Franchise Types & Reference Financials
① Donut Take-out Store (5–9 pyeong / 15–30㎡)
| Required floor area | 15–30㎡ |
|---|---|
| Initial investment | USD 25,000 – 35,000 |
| Franchise fee | USD 3,000 |
| Key equipment | Fryer, showcase, refrigerator, POS |
| Estimated monthly sales | USD 6,000 – 9,000 |
| Estimated payback period | Approx. 10 – 14 months |
② Café with Seating (10–50 pyeong / 35–160㎡)
| Required floor area | 35–160㎡ |
|---|---|
| Initial investment | USD 55,000 – 90,000 |
| Franchise fee | USD 5,000 |
| Key equipment | Espresso machine, bingsu machine, showcase, kiosk / ordering system |
| Estimated monthly sales | USD 12,000 – 20,000 |
| Estimated payback period | Approx. 14 – 18 months |
7. Franchise Identity Strategy
7.1 Brand Structure
“K-Donuts is a K-FOOD dessert platform that connects traditional Korean flavors with modern café culture.”
- K-Donuts: Main brand (donuts & coffee)
- Cubping (컵빙): Sub-brand exclusively for bingsu & cup-bingsu line
- Co-branding model: Cubping logo and naming can be used alongside K-Donuts for the bingsu menu
- Reinforces “K-dessert” identity and upgrades the perceived image to a premium café
7.2 Cubping Brand Identity & Rights
- Cubping usage rights registered in Vietnam (completed March 2025)
- Registration No.: 452016000498 (Madrid – Vietnam) · Rights holder: Pi Seung Hee
- Scope of use: Limited to bingsu & cup-bingsu menu lines within the K-Donuts system
Utilization Strategy:
- Position Cubping as “authentic Korean bingsu brand” inside K-Donuts
- Use Cubping naming in posters, menu boards and summer campaigns to differentiate the dessert line
- Lift dessert category value and support higher average ticket size
※ Cubping is not the primary brand of the whole system. It is a strategic sub-brand used specifically for the bingsu / cup-bingsu segment to strengthen identity and competitiveness.
5 Years in Vietnam · Powder Technology · Supply Chain System
Field-Proven Know-How in Vietnam
- Hanoi: First store; optimized morning & afternoon peak hours and take-out patterns
- Nha Trang: Mixed customer base of Korean tourists and local Vietnamese customers
- Hai Phong: Local franchise model with high ratio of take-out and delivery orders
- Regulatory know-how: F&B hygiene, VAT, business licensing, import procedures for ingredients
K-Donuts Powder Technology
- Maintains crispy outside & soft inside across both high and low frying temperatures
- Lower oil absorption, reducing ingredient cost by approx. 20–25%
- Higher yield: approx. 1.3–1.6 times more donuts compared to common blends
- Texture optimized for Vietnamese preference (less greasy, pleasantly crispy)
8. Logistics & Supply System
| Supply Network | Vietnam HQ direct supply (Hanoi HUB → nationwide distribution) |
|---|---|
| Product Categories | Donut powder, frying oil, toppings, syrups, bingsu ingredients (ice, sauces, red bean, etc.) |
| Equipment Support | Dedicated bingsu / cup-bingsu machines (Cubping system) and donut preparation equipment |
| Quality Control | Standardized processes from HQ, scheduled inspections and quality audits |
| Ordering Platform | Online ordering system for franchisees with inventory & expiry-date management |
Local Sourcing Capabilities
- Coffee beans: Collaboration with premium local roasters to create blends optimized for latte and brown sugar drinks
- Fruits & bingsu toppings: Use of tropical fruits (mango, lychee, coconut, etc.) combined with Korean-style red bean
- Equipment & interior: Approx. 70% sourcing within Vietnam + 30% imports from Korea for core items, balancing cost and after-sales support
Integrated Online & Offline Marketing Strategy
9.1 Online / Digital Marketing
- Social media: TikTok, Facebook and Zalo campaigns with short-form videos, challenges and mini-games
- Store-specific bio link: Each franchise gets a dedicated bio link page with menu, promotions and delivery links
- Review & rating management: Optimization of Google Maps listings and local review platforms
- KOL / KOC collaboration: Partnerships with Vietnamese and Korean creators under “K-FOOD in Vietnam” storytelling
9.2 Offline Marketing
- Flyers, coupons and discount booklets distributed around offices, schools and residential clusters
- Group offers (donut + drink sets) targeting families and friend groups
- Display of K-Donuts goods (mugs, apparel, mascots) to enhance in-store experience
- Wall posters and infographics on K-FOOD / K-BEAUTY trends, linking to Korean trade media content
9.3 K-Content & Media Collaboration
Through connections with Korean trade media (cosmetics, K-FOOD, etc.), K-Donuts stores can display K-FOOD & K-BEAUTY trend content as printed newsletters, mini reports and card-news style graphics, enhancing the café’s positioning as a “K-lifestyle spot” beyond just another donut shop.
- A4/A3 printed materials on K-FOOD / K-BEAUTY trends placed near the counter
- Card-news graphics for franchisee social media usage
- Optional sampling and cross-promotion with Korean FMCG brands in the future
Why This is the Right Timing for Franchise Expansion
- Vietnam F&B market is growing strongly, especially café & dessert segments
- Demand for Korean food & cultural experiences continues to rise
- Very limited direct competition in Korean twisted donut & authentic bingsu category
- Unique combination of: proprietary powder technology, in-country supply system, and K-content marketing know-how
Expansion Roadmap & Executive Summary
10. Expansion Roadmap in Vietnam & Singapore
| Phase | Timeline | Main Focus |
|---|---|---|
| Phase 1 (2025) | Within 2025 | Cluster expansion in the North: Hanoi · Nha Trang · Hai Phong → Bac Ninh |
| Phase 2 (by May 2026) | Up to 05/2026 | At least 5 stores in key tourist & metropolitan cities: Ho Chi Minh City, Da Nang, Da Lat and others |
| Phase 3 (H2 2026) | Second half of 2026 | Nationwide coverage in Vietnam and preparation for franchise entry into Singapore · Completion of omni-channel (online + offline) revenue model |
11. Executive Summary
| Brand Name | K-Donuts (Korean Donut & Coffee) |
|---|---|
| Core Menu | Korean twisted donuts · Coffee · Bingsu (with Cubping sub-brand for bingsu) |
| Operation Model | Combination of corporate-owned and franchise stores |
| IP Status | K-Donuts brand registration completed · Cubping bingsu operation rights registered in Vietnam (No. 452016000498) |
| Supply System | Vietnam HQ direct supply, standardized donut & bingsu quality nationwide |
| Key Differentiators | Korean franchise-level quality + K-content marketing + localized strategy for each city / area |
| Vision | To build K-Donuts into a flagship K-FOOD dessert café brand representing Vietnam and the region |
K-Donuts is not just a donut shop. It is a K-FOOD dessert platform built on real operating experience in Vietnam, proprietary powder technology, a centralized supply chain, and content-driven brand building. We are seeking long-term partners who want to grow a differentiated category that can scale across Vietnam and into regional markets such as Singapore.
Franchise & Partnership Contact
If you are interested in the K-Donuts franchise model in Vietnam or regional partnership
for Singapore and beyond, please reach out via the channels below.
Detailed P&L samples, location analysis and franchise agreement terms can be shared in a separate meeting.
Email: star@k-donuts.vn / kim@k-donuts.vn
Brand Bio: https://vinahan.com/K-DONUTS
※ This page is a summarized proposal. Full financial models, store layout references and legal documents will be provided under NDA during the formal franchise discussion.