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.

Zuspresso (M) Sdn Bhd group chief operating officer Venon Tian Jerng Hui highlighted that the opening of Zus Coffee in a diverse landscape such as Thailand "is meaningful" for the Malaysian brand.

"Together with our team in Thailand, we are excited for the next stage of growth for Zus, as we collaborate and continuously learn about the unique and rich Southeast Asian palate that this country has to offer”, he said at the launch event.

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 company said this enables it to adapt offerings to local tastes while maintaining cost efficiency as it scales.

“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.

The group’s bestselling beverage, the Spanish Latte, has sold more than 30 million cups globally and remains a key anchor product as it enters new markets.

Founded in 2019, Zus Coffee reached its 1,000th outlet milestone in 2025, supported by an employee base of about 8,000 staff across the region.