K-pop superstar Kim Taehyung, best known as BTS member V, is the face of the newly opened Compose Coffee in the Philippines. Karen Flores Layno, ABS-CBN News
Compose Coffee has finally made its way to the Philippines, with the South Korean chain banking on affordable beverages and the celebrity pull of BTS member V to drive its growth in the country.
The Jollibee Group, which brought the brand to the Philippines, opted for a compact space near the main entrance of Market! Market! mall in Bonifacio Global City (BGC), Taguig. It will formally open its doors to the public on Friday, August 7.
Compose Coffee Philippines business development head Allan Tan said the move was intentional: the South Korean brand is, after all, primarily a grab-and-go concept.
"The takeout experience is something that we really wanted to push," he told ABS-CBN News. "Market! Market! is the perfect spot. There's a transport hub here, many people work in BGC and pass through here."
The next branches, according to Tan, will likely follow a similar template. In the short term, Compose Coffee will prioritize central business districts such as BGC to allow the brand to land before expanding to other parts of the country.
Vienna Cream Latte and Dalgona Latte (left), and a look inside the first Philippine branch of Compose Coffee. Karen Flores Layno, ABS-CBN News
Tan noted that the Philippines is one of the biggest coffee markets in the world, and Compose Coffee wants a piece of the pie. Looking at the menu, the products are actually not hard to sell — prices start at P90 for an Americano, and there's a wide variety of beverages to cater to different palates.
South Korea's two other best-selling drinks, the Vienna Cream Latte (P160) and the Dalgona Latte (P170), are surprisingly mildly sweet. There's also the Yuzu Staccato, a refreshing tangy smoothie of yuzu and grapefruit, which was made in collaboration with K-pop superstar Kim Taehyung or V of BTS fame.
Two Philippine exclusives are also part of the lineup: the Orange Americano (P150), where citrus meets espresso, and the Salty Cream Latte (P150) for a nice flavor contrast.
Orange Americano (left) and Yuzu Staccato. Karen Flores Layno, ABS-CBN News
There are also signature items that lean toward indulgence such as the Chocolate Ganache Latte (P190) and the Injeolmi Ice Shave (P180), the latter based on a Korean rice cake.
All drinks come in large 20-oz sizes and can be ordered in the store's touch-screen kiosks.
"That helps with the consumers because it provides great value," Tan said. "But at the same time, it also helps with operations. You don't need to think about all the different formulations."
The best-selling Iced Americano (left) and the Strawberry Chocolate Waffle. Karen Flores Layno, ABS-CBN News
For now, food is limited to waffles with sweet toppings such as berries and chocolate as Compose Coffee wants to focus on the beverage line, which has a total of six categories.
"In Korea, they're particularly more keen on the Americano beverage," Tan shared. "But here in the Philippines, we know we like our coffee a bit more sweet compared to others. So when we brought the menu, we really chose a wide range of products."
The Philippines is the third international market of Compose Coffee, after Singapore and Taiwan. The brand has achieved massive success in South Korea, where it has over 3,000 branches.