Reborn Coffee Appoints Jung Jae Lim as Co-Chief Executive Officer to Strengthen Supply Chain Execution and Drive New Growth

BREA, California — March 6, 2026 — Reborn Coffee, Inc. (NASDAQ: REBN), a fast-growing specialty coffee retailer based in California, has officially announced the appointment of Jung Jae Lim as the company’s new Co-Chief Executive Officer (Co-CEO). The appointment was approved by the company’s Board of Directors and became effective on March 3, 2026.

The leadership decision reflects the company’s strategic move to strengthen its operational infrastructure, particularly in logistics and supply chain management. With more than 20 years of industry experience in global logistics operations and supply chain optimization, Lim is expected to play a pivotal role in enhancing the company’s operational performance, improving distribution efficiency, and accelerating enterprise partnerships.

Reborn Coffee believes the new leadership structure will help the company expand its global footprint while maintaining operational excellence and long-term growth momentum.

A Strategic Leadership Appointment for Reborn Coffee

The appointment of Jung Jae Lim as Co-CEO represents a strategic milestone in Reborn Coffee’s growth journey. The company has been actively expanding its international presence and strengthening its supply chain infrastructure to support both retail expansion and logistics operations.

By bringing Lim into the executive leadership team, the company aims to enhance its operational efficiency and create scalable systems capable of supporting rapid growth across multiple markets.

Lim will share executive leadership responsibilities with existing Co-CEO Jay Kim, who has been instrumental in developing the brand’s global vision and strategic partnerships.

The dual-CEO structure is designed to balance strategic leadership with operational execution. While Jay Kim continues focusing on corporate strategy, brand development, and global partnerships, Jung Jae Lim will concentrate on optimizing the company's operational framework, including logistics, transportation, and supply chain management.

Extensive Experience in Logistics and Supply Chain Management

Jung Jae Lim brings more than two decades of experience managing complex logistics networks and supply chain ecosystems. Throughout his career, he has overseen large-scale distribution networks, multi-node logistics systems, and end-to-end operational execution across several industries.

His background includes:

• Managing global transportation and logistics networks
• Developing scalable distribution systems
• Optimizing cost efficiency and operational reliability
• Building supply chain infrastructures for expanding enterprises
• Leading cross-border logistics operations

This expertise aligns closely with Reborn Coffee’s long-term strategy to integrate its coffee retail operations with advanced logistics capabilities.

The company believes Lim’s operational leadership will help streamline distribution processes, enhance reliability, and reduce operational costs across its growing network of stores and franchise partners.

Strengthening the Company’s Supply Chain Infrastructure

One of Lim’s key priorities as Co-CEO will be strengthening the company’s operational foundation. This includes improving logistics operations, optimizing transportation systems, and building a more scalable supply chain platform.

These initiatives are essential as Reborn Coffee continues to expand internationally and establish new partnerships across different markets.

The company’s leadership expects the following improvements under Lim’s guidance:

• Enhanced distribution capabilities
• Improved logistics coordination
• Better service reliability
• Lower operational costs
• Stronger enterprise partnerships

With supply chains becoming increasingly complex in global retail industries, companies must invest heavily in logistics infrastructure. Reborn Coffee’s leadership believes Lim’s expertise will help the company navigate these challenges effectively.

New Logistics Partnerships in the United States and Mexico

Shortly after assuming his leadership responsibilities, Jung Jae Lim secured several important logistics partnerships with companies operating in the United States and Mexico.

These partnerships represent a significant opportunity for Reborn Coffee’s logistics subsidiary and demonstrate the potential of the company’s expanding operational platform.

The agreements are estimated to generate:

• More than 1,550 units in monthly logistics volume
• Approximately $20 million in annual logistics revenue potential

According to the company, these contracts mark an important early milestone in the development of its logistics division.

The partnerships also provide a strong operational foundation for Reborn Logistics as it continues expanding its customer base and enhancing service capabilities.

Leadership Perspective from Co-CEO Jay Kim

Reborn Coffee’s existing Co-CEO Jay Kim welcomed the appointment and emphasized the importance of operational expertise at this stage of the company’s growth.

Jay Kim stated:

“Mr. Lim’s depth of logistics leadership and operational execution experience strengthens our leadership team at an important time in our growth. His track record across complex supply chain environments adds meaningful capability as we pursue a disciplined approach to scale, execution, and long-term value creation.”

Kim also confirmed that Lim will be fully authorized to execute operational decisions, approve documentation, and oversee necessary regulatory filings related to the company’s strategic initiatives.

This empowerment ensures that the company can move quickly in implementing operational improvements and expanding its logistics capabilities.

Jung Jae Lim’s Vision for Reborn Coffee

Upon accepting the role, Jung Jae Lim expressed enthusiasm about joining Reborn Coffee and contributing to the company’s next phase of growth.

Lim emphasized that his main focus will be building a high-performance logistics system capable of supporting the company’s expanding global operations.

Lim commented:

“I am honored to serve as Co-CEO of Reborn Coffee. My focus will be on building and executing a high-performance logistics and supply chain strategy that enhances reliability, transparency, and service excellence, while supporting the company’s broader strategic priorities.”

He also highlighted the importance of integrating logistics efficiency with customer service excellence to support the company’s long-term success.

The Growing Importance of Logistics in the Coffee Industry

The global coffee industry relies heavily on efficient supply chain management. Coffee products typically pass through several stages before reaching consumers, including farming, processing, shipping, roasting, distribution, and retail sales.

Each stage requires precise coordination to ensure quality, freshness, and cost efficiency.

For specialty coffee companies like Reborn Coffee, maintaining supply chain excellence is particularly important because premium coffee products depend on strict quality control and timely delivery.

By investing in logistics infrastructure and leadership expertise, the company aims to maintain consistent product quality while supporting rapid expansion.

About Reborn Coffee, Inc.

Reborn Coffee, Inc. is a California-based specialty coffee retailer focused on delivering premium coffee experiences to customers around the world.

The company has developed a reputation for offering high-quality, handcrafted coffee beverages while incorporating technology-driven innovation into its operations.

Key aspects of the company include:

• Specialty coffee retail operations
• International franchise development
• Technology-driven business models
• Global supply chain initiatives
• Expansion into logistics operations

With its growing international presence, Reborn Coffee continues redefining the modern coffeehouse experience through innovation, quality, and strategic partnerships.

Recent Strategic Developments Supporting Growth

The appointment of Jung Jae Lim follows several major strategic initiatives by Reborn Coffee aimed at strengthening its global business platform.

Recent developments include:

• Expansion into international markets
• Strategic distribution partnerships
• Growth of the Reborn Logistics subsidiary
• Strengthening of franchise development programs
• Technology-driven operational improvements

These initiatives reflect the company’s broader vision of building an integrated platform that combines coffee retail, logistics services, and global partnerships.

Future Growth Opportunities

Looking ahead, Reborn Coffee expects to continue expanding both its retail footprint and logistics operations.

The company’s leadership believes that integrating coffee retail with logistics capabilities creates significant long-term advantages, including:

• Improved supply chain control
• Enhanced operational efficiency
• Lower distribution costs
• Stronger franchise support
• New revenue opportunities through logistics services

With Jung Jae Lim joining the leadership team, the company aims to accelerate these initiatives and unlock additional growth potential.

Forward-Looking Statements and Business Outlook

Like many publicly traded companies, Reborn Coffee notes that certain statements about future growth, expansion plans, and operational improvements are considered forward-looking statements.

These statements reflect management’s current expectations and assumptions regarding the company’s future performance. However, actual results may differ due to several factors, including economic conditions, market competition, operational challenges, and regulatory changes.

The company encourages investors and stakeholders to review its filings with the U.S. Securities and Exchange Commission for a detailed discussion of potential risks and uncertainties.

Conclusion

The appointment of Jung Jae Lim as Co-Chief Executive Officer marks a significant step in Reborn Coffee’s evolution as a global specialty coffee brand and logistics platform.

By combining strong strategic leadership with deep operational expertise, the company aims to strengthen its supply chain infrastructure, expand enterprise partnerships, and drive long-term growth.

As Reborn Coffee continues to build its global presence, the addition of experienced leadership in logistics and supply chain management may prove to be a key factor in supporting the company’s ambitious expansion plans.

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