Since various types of coffee brands including Starbucks have entered the domestic markets in 1999, coffee industry has rapidly expanded. Despite the economic recession, the numbers of coffee shops have been increased, and in turn, most of coffee brands struggle with their profitability. While coffee demands have been settled down, Sulbing has created the purple ocean, Korean dessert café. Based on the competitive advantages, Sulbing enjoyed double-digit growth since 2014 and penetrated Korean desert and café market. Recently, Sulbing started to expand their business to the global markets in order to find its ways to tackle me too brands. The purpose of his study is to analyze the success factors which lead Sulbing to eneter the international markets such of China and Thailand. Firstly, the establishment of Sulbing and the current situation in global markets are explained. Then, the differentiation strategies of Sulbing in global markets are presented in detail. Based on the analysis of Sulbing’s strategies, future challenges are discussed to be the global brands in international markets.