South Korean coffee chain The Venti has signed a master franchise agreement with JKT Networks in Jordan.

This move marks The Venti's first step into the Middle Eastern market, as reported by Chosun Biz.

The agreement allows The Venti to receive brand royalties and fees through local partnerships, rather than direct market entry.

JKT Networks specialises in distribution, brand launching and marketing in Jordan.

The Venti plans to introduce a K cafe brand tailored for the Jordanian market, leveraging local expertise and networks. This expansion follows The Venti's previous entries into Canada and Vietnam.

The decision to enter Jordan was influenced by the country's geopolitical characteristics and market potential in the Middle East. Jordan is recognised for its cultural openness and franchise acceptance, making it a strategic trading hub where diverse nationalities coexist. The rising popularity of the Korean wave in Jordan also supports brand expansion.

The Venti aims to localise its beverage menu, store operations, language and channel strategies to align with local culture and consumer preferences.

The first store in Jordan is expected to open in Amman in the second half of 2025.

The Venti plans to expand further within Jordan and into other Middle Eastern and surrounding countries.

A representative from The Venti stated: "This entry into Jordan serves as a strategic foothold aimed at expanding beyond Asia into the Middle East and North Africa. It will mark an important milestone in The Venti's global roadmap. We plan to grow into a sensory brand that connects global and local by respecting cultural sensitivities in each country and providing consistent brand value to customers worldwide."