Bangkok: Malaysian coffee chain Zus Coffee plans to open 50 outlets in Thailand in 2026, following its official debut in the Kingdom on Friday.

According to BERNAMA News Agency, co-founder and group chief operating officer Venon Tian stated that the company spent about six to seven months on research and development to better understand the Thai market ahead of its launch. Tian emphasized the significance of entering a competitive market like Thailand for a brand originating from a smaller nation. He expressed the company's intention to establish a stronger presence in Southeast Asia's mature coffee market by opening 50 stores in Thailand by 2026.

The expansion builds on Zus Coffee's growing presence across Malaysia, Singapore, the Philippines, and Brunei, with plans to enter Indonesia soon. The launch event was attended by Malaysian Ambassador to Thailand Datuk Wan Zaidi Wan Abdullah at Dusit Central Park, a shopping mall in Bangkok.

Zus Coffee is recognized as one of the fastest-growing coffee chains in Southeast Asia, with over 1,000 outlets and more than 8,000 employees in the region. Focusing on its home market, Tian revealed that the group aims to open 200 new outlets in Malaysia this year to meet strong consumer demand. Additionally, the company plans to enter two new markets, Indonesia and Pakistan, in the first quarter.

Wan Zaidi encouraged more Malaysian companies to venture into Thailand, noting the strong demand and positive reception for Malaysian brands in the market. He highlighted the potential for Malaysian food and beverage companies to follow Zus Coffee's example in expanding into larger markets like Thailand.

Founded in Malaysia in 2019, Zus Coffee has successfully implemented its app-first, new retail operating model across Southeast Asia and aims to operate 1,300 outlets by the end of 2026.