Reborn Coffee, a US-based specialty coffee group, has announced a joint venture to establish three new stores in Bangkok, Thailand. Currently, the company operates 11 locations in California and one international site in Kuala Lumpur, Malaysia, which opened in November 2023.
This partnership with Gaingan Humantech Co. Ltd will see Reborn Coffee launch a flagship outlet at the $3.9 billion One Bangkok development, set to open by the end of 2024 as it nears completion. Following this, two additional stores will be opened in high-traffic areas across the Thai capital.
In a recent press release, Reborn Coffee cited the rapid growth of premium coffee consumption among Thailand’s younger urban demographic as a significant opportunity for market entry. “We are setting a new standard for premium beverages and artisanal products in Thailand while positioning ourselves as a leader in Southeast Asia’s thriving coffee market,” stated Jay Kim, CEO of Reborn Coffee.
The company has long sought to penetrate East Asia’s burgeoning coffee shop market, previously entering a joint venture with Malaysian specialty café chain COLLECTIVE in January 2023 to open locations in Malaysia, Singapore, and Indonesia. Additionally, Reborn Coffee has secured agreements to expand into South Korea, China, Hong Kong, and Macao, although no stores have been opened in those regions yet.
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