Five stores are planned to open in Japan by the end of the year, including one in Kagoshima next month. After that, the plan is to open 10 new stores each year and spread Korean dessert culture in Japan.

Sulbing opened its first store in Japan in Harajuku, Tokyo in June 2016, and became a topic of conversation due to the long queues of people waiting. The number of stores expanded to six, but the Japanese operating company at the time went bankrupt, and the stores closed in January 2020.

In November last year, a new master franchise agreement was signed with the Japanese company J&K, and preparations for re-entry into the market have been underway.

A Sulbing representative said, "We are currently receiving inquiries from potential franchisees from various parts of Japan. We will do our best to allow customers to experience the taste and atmosphere of Korean desserts here."