Osaka: Expo 2025 Osaka serves as a strategic platform for Aik Cheong Coffee Roaster Sdn Bhd to strengthen its international presence and showcase Malaysia’s homegrown excellence on a world-class platform. Its director, Tang Joo Shen, said the expo offers exposure to over 28 million projected visitors and global media, reinforcing Aik Cheong’s position as a brand ready to scale with purpose, not just profit.
According to BERNAMA News Agency, Tang Joo Shen emphasized that Aik Cheong’s ambition does not end in Osaka. The company’s goal is to become the largest local coffee brand by 2030, significantly expanding its footprint in international markets. Founded in 1995 in Melaka, Aik Cheong has grown into one of Malaysia’s most recognizable heritage beverage brands, now present in over 40 countries.
Tang highlighted the company’s embrace of bold, forward-thinking strategies, openness to new technologies, and partnerships with startups as key to bringing their vision to life. He noted that this approach blends legacy with agility, a rare combination in today’s fast-moving food and beverage space. Through these efforts, Aik Cheong aims to evolve from a kopitiam brand into a case study of Malaysian heritage achieving global relevance.
He added that Expo 2025 Osaka positions Aik Cheong not just as a coffee roaster but as a symbol of how Malaysian brands are redefining themselves. The company views its international expansion as a long-term investment built on deep market understanding. In Western countries, there is a demand for fresh brews, whereas in Asia and the Middle East, the focus remains on instant beverages.
The company has diversified its offerings, including the IT’S series, cold brews, and coconut-based creamers aimed at health-conscious consumers. Tang mentioned that the company was the first to launch instant caramel macchiato in Malaysia and Southeast Asia, and continues to lead in product storytelling and creative branding, trending across platforms like Shopee, Lazada, and TikTok.
Tang also noted the importance of the Aik Cheong e-commerce team in product launches, consumer engagement, and market analytics, ensuring the brand evolves alongside its customers. A forward-thinking procurement strategy and partnerships like the Malaysia Pavilion at Expo 2025 contribute to the brand’s long-term equity strategy, emphasizing value over virality.
In conclusion, Tang stated that the World Expo in Osaka marks a significant milestone for Aik Cheong, showcasing a Malaysian company that is rooted in culture while being progressive in innovation. The primary aim is to represent Malaysia on the world stage and, if possible, open doors to new business partnerships.