스타에셋파트너스 주식회사

Korea’s specialty coffee franchise Ten Percent Coffee has successfully completed a strategic merger and acquisition (M&A), welcoming TYDS Partners as its new partner. Industry observers note that this transaction goes beyond a simple equity sale, as it secures a strategic ally for global expansion.

The deal was led by Star Asset Co., Ltd., an accelerator and management consulting firm, which acted as the exclusive sell-side advisor. Star Asset oversaw the entire process—from deal structuring and valuation to negotiations and closing—successfully bringing the transaction to completion. Notably, the firm aligned strategic direction to preserve the brand’s value and growth potential while enabling future expansion initiatives.

Star Asset has previously built a strong track record in the F&B franchise sector, having advised on notable transactions such as the sale of Norang Tongdak and Mega Coffee.

This M&A between Ten Percent Coffee and TYDS Partners represents a strategic decision to find a growth partner for global expansion, rather than transitioning to an external professional management system. Star Asset designed the deal structure by comprehensively considering the interests of investors, management, and both financial and strategic stakeholders, laying the groundwork for Ten Percent Coffee’s next growth curve.

In particular, despite involving a partial exit by the founder, the transaction is being viewed not as the end of an exit journey, but as a new beginning for further growth. Following the deal, the company plans to maintain its existing management philosophy and brand identity while strengthening its growth engine by leveraging TYDS Partners’ financial resources, strategic capabilities, and global network.

Chairman Kim Tae-kyung, who has led Ten Percent Coffee, will continue to uphold a field-oriented entrepreneurial philosophy after the transaction and aims to further solidify a mutually beneficial structure with franchise owners. The company plans to continue enhancing its rational pricing strategy, consistent quality control, and franchisee profitability, with the goal of building a brand that employees, franchisees, and customers alike can take pride in.

With this M&A as a turning point, Ten Percent Coffee has presented its mid- to long-term vision of becoming “Korea’s No.1 global franchise brand.” Leveraging its efficient takeaway-focused store model, proven in the domestic market, and its competitiveness in specialty coffee beans, the company plans to accelerate its expansion into overseas markets—starting with Asia—and position itself as a global brand.