Dessert39 Sales Surge in Mongolia and the Philippines, Cementing Its Rise as a Global K-Dessert Café

Dessert39, a Korean dessert café brand expanding into global markets, is gaining strong traction overseas, recording rapid sales growth following the launch of its international stores. The brand is quickly emerging as a leading “K-dessert café” in key markets.
 

[Image by Dessert39]

According to the company, its Philippines store is generating daily sales of approximately PHP 400,000 (about KRW 10 million). In Mongolia, daily sales have reached around MNT 48 million (approximately KRW 20 million).
 
Considering the roughly threefold gap in price levels and purchasing power between Korea and Mongolia, the perceived consumer spending difference is even more pronounced in discretionary sectors such as dining and cafés. Based on purchasing power parity, these figures are estimated to be equivalent to approximately KRW 50–60 million in daily sales in the Korean market.
 
From March 1 to March 9, 2026, the Mongolian store recorded total sales of MNT 143 million (about KRW 57.31 million), with an average of approximately 477 daily visitors. The average spending per customer remained stable at around KRW 11,900, indicating a solid and sustainable revenue structure.
 
Following the Lunar New Year holiday, sales in Mongolia have continued to show an upward trend, accompanied by rapidly growing local interest in Korean desserts and K-café culture.
 

Dessert39’s competitive edge lies in its differentiated product offerings. While local MZ consumers are highly interested in Korean dessert trends through social media, opportunities to experience them firsthand have been limited. Dessert39 successfully filled this gap by offering a wide variety of trendy desserts in one space, effectively driving consumer engagement among younger audiences.
 
The brand further distinguishes itself with its “healthy dessert” concept, challenging the conventional perception that healthy food lacks taste. This positioning has been a key factor in attracting positive responses from local consumers.
 
Another notable strength is its operational model. Despite operating a mid-sized store of approximately 132㎡ (40 pyeong), the Mongolian location has achieved high sales relative to its size, demonstrating operational efficiency. The store utilizes a system where finished dessert products are supplied directly, enabling stable sales of high-value items with minimal staffing requirements. This model reduces both labor management challenges and operational complexity—two major risks in overseas food service businesses—while offering strong business stability to local partners.
 
In addition, the brand’s ability to deliver both taste and health has helped establish a distinctive identity. Its health-oriented dessert and beverage lineup, which is not easily found among competitors, effectively meets the growing wellness needs of local consumers.
 
Dessert39 is currently expanding its global master franchise (MF) business based on strict partner selection criteria. In Mongolia, the brand opened its first store on July 1, 2025, and has since expanded to three locations, with additional fourth and fifth stores scheduled to open, signaling steady market growth.
 
The rapid expansion in Mongolia has been driven through collaboration with local partner Bluemon (BLUEMON). Bluemon operates global brands such as Nike, The North Face, and Vans, and brings extensive experience and infrastructure in the local retail market. Since opening the first Dessert39 store in July 2025, the partnership has successfully expanded to three locations, with further expansion plans underway.
 
A Bluemon representative stated, “Dessert39 offers top-tier product competitiveness in the industry. After evaluating several Korean brands, we identified Dessert39 as the strongest in terms of differentiation and growth potential, which led us to pursue this partnership.”
 
The representative added, “We plan to aggressively expand store locations so that Dessert39 can be experienced throughout central Mongolia. We are particularly pleased that the brand is being embraced not just as a café, but as a cultural space offering new experiences to local customers.”
 
Meanwhile, Dessert39 has also entered the U.S. market, beginning with the opening of its first store in Maryland. Following its recent overseas success, interest from global master franchise partners is increasing, with further expansion into additional countries expected.
  

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