Caffè Pascucci, an Italian coffee chain, plans to open 100 new stores in South Korea annually, capitalizing on the country's growing espresso bar culture among young consumers. The brand, which entered the South Korean market in 2002 through a partnership with SPC Group, has found success with its diverse beverage menus and the adoption of an American-style coffee culture. Currently, Caffè Pascucci operates 509 stores in South Korea, far surpassing its 28 locations in Italy. The chain attributes its success to the varied tastes of South Korean consumers and the introduction of espresso bars that emphasize Italian espresso. The brand's expansion in South Korea is part of a larger strategy that includes a master franchise agreement to bring Paris Baguette, owned by SPC Group, to Italy, marking Italy as the third European market for Paris Baguette.
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