Ediya Coffee signs master franchise agreement to launch in Malaysia

Ediya Coffee is the largest coffee chain in South Korea with more than 3,800 outlets | Photo credit: via Shutterstock

South Korea’s Ediya Coffee is seeking to open 200 stores in Malaysia over the next five years after signing a master franchise agreement to launch in Southeast Asian country. 
 

Several South Korean news ourlets reported that the Seoul-based coffee chain will open three outlets in Malaysia this year, a move expected to pave the way for further expansion across the region. 

“We hope that entering the Malaysian market will lay the foundation for pioneering the Southeast Asian coffee market,” Moon Chang-ki, Chairman, Ediya Coffee, told reporters. 

Ediya Coffee did not name its Malaysian franchise partner but said in a statement that it is a consortium corporation formed by a dining franchise company and a distribution specialist. 

Founded in 2001, Ediya Coffee is the largest coffee chain in South Korea with more than 3,800 outlets. Malaysia will be Ediya’s first major international market after an unsuccessful attempt to gain a foothold in China 15 years ago and opening its first overseas store on the US island territory of Guam in 2023.

Ediya’s Malaysia debut comes amid reports that Chinese coffee powerhouse Luckin Coffee is also seeking to enter the market. Malaysia has one of the fastest-growing branded coffee shop markets in Southeast Asia, boosted by an influx of international operators, including UK-based EL&N, boutique café and dining concept Café Kitsuné, Indonesia’s Tanamera Coffee and Moroccan heritage brand Bacha Coffee, as well as a burgeoning crop of domestic chains. 

Ediya’s planned Malaysia launch also comes as the mid-priced brand faces increased competition in South Korea from value-focused Mega Coffee, Compose Coffee and Paik’s Coffee.