KUALA LUMPUR (Jan 30): Zus Coffee has made its official debut in Thailand and is targeting the opening of 50 outlets across the country in 2026, marking its latest push to deepen its footprint in Southeast Asia amid intensifying competition in the region’s café market. The venture into Thailand builds on Zus Coffee’s expansion across Malaysia, Singapore, the Philippines and Brunei, with Indonesia next in its regional pipeline. The Malaysian-born coffee chain said the Thailand expansion is part of its broader strategy to scale its app-first, data-driven retail model across Southeast Asia. At the core of Zus Coffee’s operating model is its proprietary mobile app, which captures consumer preference data to guide menu development and localisation. “The group aims to replicate its everyday-value proposition in Thailand by offering consistent quality at accessible price points”, Zus Coffee Thailand general manager Pattarnun Meesiripeyratorn said in a statement on Friday.

Source: The Edge Markets January 30, 2026 09:59 UTC