Malaysian-born coffee chain Zus Coffee has officially launched in Thailand, aiming to open 50 outlets across the country by 2026 as part of its ongoing expansion in Southeast Asia amid growing competition in the region’s café market.
The Thailand venture follows the brand’s presence in Malaysia, Singapore, the Philippines, and Brunei, with Indonesia slated as the next market in its regional pipeline.
The expansion is part of Zus Coffee’s broader strategy to scale its app-first, data-driven retail model across Southeast Asia. Venon Tian Jerng Hui, chief operating officer of Zuspresso (M) Sdn Bhd, said the Thailand launch is a significant step for the Malaysian brand.
“Together with our team in Thailand, we are excited for the next stage of growth for Zus, as we learn from and adapt to the unique and rich Southeast Asian palate this country offers,” he said at the launch event.
At the heart of Zus Coffee’s model is its proprietary mobile app, which collects consumer preference data to guide menu development and localisation. This enables the company to tailor offerings to local tastes while maintaining cost efficiency as it scales.
“The group aims to replicate its everyday-value proposition in Thailand by offering consistent quality at accessible prices,” said Zus Coffee Thailand general manager Pattarnun Meesiripeyratorn.
The chain’s bestselling Spanish Latte, which has sold more than 30 million cups globally, remains a key anchor product for new markets.
Founded in 2019, Zus Coffee reached its 1,000th outlet milestone in 2025, supported by a workforce of about 8,000 employees across the region.
