KUALA LUMPUR: ZUS Coffee is ramping up its regional presence with plans to open nearly 200 new outlets across Southeast Asia this year, solidifying its status as a major player in the regional coffee market.
The expansion includes 107 new stores in Malaysia—where the brand already leads as the largest coffee chain—and approximately 80 new locations in the Philippines, according to Chief Operating Officer Venon Tian in an interview with Bloomberg. ZUS Coffee will also add six stores in Singapore and make its debut in Thailand and Indonesia in 2025.
This aggressive growth trajectory comes after a milestone achievement in early 2024, when ZUS overtook Starbucks to become Malaysia’s largest coffee chain, boasting 743 outlets nationwide compared to Starbucks’ 320.
Backed by Filipino billionaire Frank Lao, ZUS has made inroads into the Philippines with around 120 stores and currently operates four outlets in Singapore, in addition to a franchise presence in Brunei.
Tian attributes ZUS’s momentum to its hyperlocal strategy, offering tailor-made flavours designed to appeal to regional palates. “It’s about how we make quality coffee accessible to most people,” he said.
Financially, the brand is on a strong footing. Net income tripled to RM37 million in 2024, underpinned by a business model that proved resilient during the pandemic. Initially launched in 2019 as a delivery-focused kiosk, ZUS leveraged its proprietary app and strong digital presence to scale rapidly.
“Covid accelerated our business model,” Tian noted, highlighting how lockdowns helped propel app-based sales and delivery services.
As ZUS continues its Southeast Asia expansion, its strategy remains rooted in localised flavours, tech-enabled convenience, and a value-driven approach—a blend that appears to be winning over coffee lovers across the region.
