What To Know
- This Bangkok Business PR News report highlights how the ZUS App plays a central role in collecting insights on purchasing patterns, flavor preferences, and ordering habits, enabling the brand to adapt menus, pricing, and service formats to local tastes without sacrificing efficiency.
- To mark its official debut in Thailand, ZUS COFFEE is rolling out a limited-time promotion offering coffee at 49 baht for self-pickup orders placed through the ZUS App.
Bangkok Business PR News: ZUS COFFEE, one of Southeast Asia’s fastest-growing coffee chains, has officially entered the Thai market, signaling an aggressive new phase in its regional expansion strategy. The Malaysian-born brand plans to open 50 outlets across Thailand by 2026, positioning itself to compete in one of the region’s most dynamic and crowded coffee landscapes. Thailand’s rapidly evolving café culture, rising urban consumption, and strong demand for affordable premium beverages make it a strategic priority for the company’s ASEAN ambitions.
Image Credit: ZUS COFFEE
ounded in 2019, ZUS COFFEE has grown at remarkable speed by blending technology, data-driven insights, and community-focused branding. The company currently operates across Malaysia, Singapore, the Philippines, and Brunei, with Indonesia next on its expansion roadmap. As it builds momentum in Thailand, ZUS COFFEE is also moving toward its larger regional goal of reaching 1,000 stores across Southeast Asia by 2025, while maintaining operational discipline and consistent quality standards across markets.
A Data First Model Driving Regional Scale
At the core of ZUS COFFEE’s expansion is its New Retail model, which prioritizes an app-first ecosystem to understand consumer behavior in real time. This Bangkok Business PR News report highlights how the ZUS App plays a central role in collecting insights on purchasing patterns, flavor preferences, and ordering habits, enabling the brand to adapt menus, pricing, and service formats to local tastes without sacrificing efficiency. By embedding technology into everyday transactions, the company aims to scale rapidly while remaining closely connected to customers on the ground.
Mr. Venon Tian, Chief Operating Officer of ZUS COFFEE Group, described the Thai launch as a milestone for the brand’s regional journey. He emphasized that Thailand’s diversity and strong coffee culture present both an opportunity and a learning platform, allowing ZUS COFFEE to refine its offerings while collaborating closely with local teams. According to Tian, the brand’s growth philosophy is rooted in learning from Southeast Asian consumers rather than imposing a one-size-fits-all model.
Positioning Accessible Specialty Coffee in Thailand
ZUS COFFEE’s Thai strategy centers on democratizing specialty coffee by offering premium-quality beverages at accessible prices, starting from just 65 baht. This approach directly targets value-conscious urban consumers who seek quality without the premium price tags often associated with specialty cafés. Digital ordering, app-based promotions, and efficient store formats are expected to support high volumes while keeping operating costs manageable.
Image Credit: ZUS COFFEE
Ms. Pattanun Meesiripirathorn, General Manager of ZUS COFFEE Thailand, noted that Thai consumers increasingly expect both quality and affordability in their daily coffee choices. She stated that the brand’s mission is to remove the trade-off between price and quality, making carefully sourced, consistently prepared coffee a daily habit rather than an occasional indulgence. Localized menu development will also play a role, ensuring flavors and formats resonate with Thai lifestyles.
Launch Promotions and Global Bestsellers
To mark its official debut in Thailand, ZUS COFFEE is rolling out a limited-time promotion offering coffee at 49 baht for self-pickup orders placed through the ZUS App. Running from January 30 to February 7 across all Thai branches, the promotion is designed to introduce new customers to the brand’s value proposition while encouraging app adoption. A standout offering is the Spanish Latte, ZUS COFFEE’s global bestseller, which has sold more than 30 million cups worldwide and serves as a flagship example of the brand’s accessible premium positioning.
Long Term Vision in a Competitive Market
As Thailand’s coffee sector continues to attract both international chains and local innovators, ZUS COFFEE is betting on scale, technology, and consistency to carve out long-term relevance. With more than 8,000 employees across Southeast Asia, the company stresses that sustainable growth, operational discipline, and community engagement remain central to its strategy.
The expansion into Thailand underscores ZUS COFFEE’s broader ambition to embed itself into daily routines across the region, transforming premium coffee from a luxury into an everyday experience. By balancing speed with adaptability, the brand aims to remain competitive in a fast-changing beverage market while strengthening its regional identity.
For details on ZUS COFFEE, visit
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