Paperbox Coffee is a coffee shop chain founded in 2012 by three graduates, inspired by memories of the founder's grandmother's coffee. It has since expanded to become one of the most successful coffee shop chains, updating its brand and expanding offerings in 2014. While facing challenges like cultural preferences for tea and fierce competition, Paperbox has found success by focusing on its signature brewed coffee, high-quality training standards, and personalized customer service. Looking ahead, it will focus on profitability, workforce growth, cost efficiency and expanding its market share in key business districts.