Founded in 1964 in Hamilton, Ontario, Tim Hortons operates more than 5,700 stores in 17 countries as of 2025. In May 2023, it entered South Korea, marking its seventh venture in Asia after the Philippines, China, Thailand, Pakistan, India, and Singapore. Its first grand opening in Seoul made social media and news claims saying that the lines were up to two hours. As of October 2025, Tim Hortons in South Korea has a total of 25 stores, and it aims to open over 150 locations by 2028.
Well-known in Canada for its affordable coffee and often found in areas like gas stations, hospitals, and drive-throughs, Tim Hortons took a different approach in Korea. It entered the market as a premium brand, positioning itself alongside Starbucks, A Twosome Place, and Tous Les Jours. While its initial hype was strong, the brand now faces challenges amid Korea’s value-driven consumption habits and intense competition.
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Tim Hortons enters Korea as a “premium” brand
In the saturated Korean coffee market, Tim Hortons stands out with its Canadian identity. Many Koreans recognize it as a popular Canadian coffee chain, with stores decorated with maple leaves to emphasize that connection. However, because Tim Hortons is known as a budget-friendly brand in Canada, it is not widely perceived as premium in Korea.
On top of that, quality concerns have been raised. Many consumer reviews on Naver Blog and Naver Café expressed that product offerings were similar to what budget-friendly brands like Mega Coffee and Compose Coffee offered, yet priced higher. One user said, “Isn’t Tim Hortons a budget-friendly coffee brand? I don’t understand why it’s so expensive in Korea! The coffee was so bitter, and the Mushroom Melt was so greasy.” Another user Dahee, a food Naver blogger, mentioned that its Double-Double coffee was not good, and she was unsure if she would. Buy it again.
Tim Hortons makes effort to provide a more enhanced experience
However, Tim Hortons has been making efforts to adapt to local tastes and provide an enhanced coffee drinking experience. Alongside its popular global items like “Double Double” and “Original Iced Capp”, it also introduced new products tailored to local tastes. For example, in February 2025, it launched the “Montréal” coffee, the first item under its new “City Campaign,” which aims to capture the unique charm of Canadian cities through coffee. According to various news sources, it sold 10,000 cups within just ten days of its launch.
Tim Hortons collaborates with a Kpop idol for the first time
Beyond menu innovation, Tim Hortons is also localizing through culture-driven marketing. In April 2025, Tim Hortons announced Mark Lee, a Canadian-born member of K-pop group NCT, as its first South Korean ambassador. The partnership involved co-branded products like the “Home Set” and “Donut Set,” which included themed donuts and exclusive merchandise such as passport cases and photocards.
The collaboration was strategically significant as Tim Hortons is expanding beyond coffee consumption into Korea’s lifestyle and fan culture. By partnering with Lee, the brand leveraged his Korean-Canadian identity and strong appeal among young consumers.
While the collaboration with Mark Lee was a meaningful step toward creating an engaging Canadian experience, Tim Hortons’ long-term positioning in Korea remains uncertain. The brand is widely known as a budget-friendly Canadian brand, yet it has not fully established itself as a premium player.
Tim Hortons’ unique approach and challenges in Korea
- Tim Hortons, known as a budget brand in Canada, entered Korea as a premium brand.
- Many Koreans, however, don’t think Tim Hortons’ product quality and experience meets the standards of premium coffee brands like Starbucks, and therefore think the brand is overpriced.
- Tim Hortons in South Korea has been making efforts to strengthen its unique Canadian identity and to offer experiences beyond just drinking coffee.
- In 2025, it launched its limited-edition, Canadian city-inspired “Montréal Coffee”. It also In 2025, launched its limited-edition, Canadian city-inspired “Montréal Coffee”. It also leveraged co-branding in South Korea, launching exclusive menus and merchandise with Canadian-born Kpop idol Mark Lee.
- appointed Mark Lee as its first brand ambassador.
- While it has made efforts, its long-term future is uncertain, amid Korea’s rapidly evolving coffee market and consumers’ increasingly value-driven spending habits.
