Theborn Korea expands presence in Mongolia with noodle franchise

Theborn Korea, a prominent Korean food service company led by celebrity restaurateur Paik Jong-won, opened its first Korean-Chinese restaurant franchise in Ulaanbaatar on May 9, marking a major push into the Mongolian market. The new outlet, operating under the brand name Paik’s Noodle, specializes in Korean-style Chinese dishes such as "jjajangmyeon" (black bean noodles) and "jjambpong" (spicy seafood noodle soup). The restaurant experienced an immediate surge in demand, with revenue doubling on its second day of operation. The unexpected rush prompted management to temporarily restrict entry to maintain service quality. Local television networks also heavily covered the launch, highlighting it as the first franchise of its kind in the country. The expansion is part of a broader strategy by Theborn Korea to leverage its multibrand portfolio in high-growth regions. The company said it chose Ulaanbaatar because it serves as Mongolia's primary consumer market, home to more than 70 percent of the nation's 3.5 million residents. Additionally, local consumer interest in Korean food cultur