Zuspresso Accelerates South-East Asia Expansion After Surpassing Starbucks in Malaysia

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Zuspresso, the operator of ZUS Coffee, is rapidly expanding across South-east Asia, planning to open nearly 200 new stores in 2025. This ambitious move comes on the heels of ZUS Coffee surpassing Starbucks to become Malaysia’s largest coffee chain, a milestone achieved in less than five years since its 2019 launch.

According to chief operating officer Venon Tian, ZUS will open at least 107 new outlets in Malaysia, around 80 in the Philippines, and six more in Singapore. The brand is also set to debut in Thailand and Indonesia this year, broadening its regional footprint.

ZUS currently operates 743 stores in Malaysia, far outpacing Starbucks’ 320. The shift in consumer preference, partly influenced by recent boycotts of Starbucks amid the Gaza conflict, has worked in ZUS' favor. The brand's popularity is also rising in the Philippines, where it runs about 120 stores with backing from billionaire Frank Lao, and in Singapore with four outlets. It also operates in Brunei under a franchise model.

Picture Credit: 1utama.com.my

ZUS' success is rooted in localized offerings like palm sugar-infused drinks in Malaysia and purple yam coffee in the Philippines. The company’s net income tripled to RM37 million (S$11 million) in 2024, reflecting its rapid growth.

The brand’s origins as a delivery-focused kiosk during the pandemic positioned it well for a tech-driven future. With 70% of its sales coming from online orders, ZUS leverages cost-efficient store builds and a pricing model that sits between budget and premium coffee offerings. By making quality coffee affordable, ZUS is redefining accessibility and fueling investor interest in Malaysia’s consumer market, where players like 99 Speed Mart and Eco-Shop are also making waves through major IPOs.