California-based Reborn Coffee has unveiled an ambitious plan to establish more than 70 new outlets across China. This expansion is part of a master franchise agreement with interior design consulting firm IAID Co., Ltd.
The inaugural store from this agreement is set to open in the third quarter of 2024 at the Li Weiguang Art Museum in Shamian, Guangzhou. This flagship location will include a design center, barista training facilities, and a roastery.
Reborn Coffee highlighted in a press release that it aims to “leverage Guangzhou’s dynamic environment as a driver for expansion across China.” The company’s growth strategy will initially target tier 1 cities such as Chengdu, Hangzhou, and Wuhan. Additionally, the coffee chain plans to explore opportunities in emerging tier 2 and tier 3 cities, citing their “growing middle-class populations and increasing consumer spending power.”
“Reborn Coffee is aggressively expanding in China,” stated Jay Kim, CEO of Reborn Coffee. “Building on the success of our flagship store, we plan to open over 70 locations across Guangdong Province. Our aim is not only to expand our presence but also to become an integral part of the local community, enriching the coffee culture and boosting our global presence.”
Over the past 18 months, Reborn Coffee has been working to establish a global network of stores. Despite this effort, the company has added only one international location—a single site in Kuala Lumpur, Malaysia—to its existing 13 U.S. stores.
Reborn Coffee also has longstanding agreements to launch in the UAE and South Korea. Furthermore, the company is negotiating master franchise agreements in Singapore, Thailand, Vietnam, and Indonesia—markets known for their vibrant coffee cultures and rapid growth.