The deal follows similar agreements in China, Hong Kong and Macau, and will see the Californian specialty café chain open a flagship store at the soon-to-open One Bangkok mixed-use development in Bangkok
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An artist’s rendering of the $3.9bn mixed-use One Bangkok development, which is scheduled to open by the end of 2024 | Photo credit: One Bangkok
US specialty coffee group Reborn Coffee has announced a joint venture agreement to open three stores in Bangkok, Thailand.
Reborn Coffee currently operates 11 stores in California and a single international site in Kuala Lumpur, Malaysia, which opened in November 2023.
Reborn’s partnership with the recently formed Gaingan Humantech Co. Ltd, will see specialty café chain will open a flagship outlet at the $3.9bn mixed-use One Bangkok development, which is in the final stage of construction and scheduled to open by the end of 2024, before opening two further sites at high-footfall locations in the Thai capital.
In a press release, Reborn Coffee highlighted the rapid expansion of premium coffee consumption among Thailand’s younger urban population as providing ‘an opportune moment’ to enter the market.
“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,” said Jay Kim, CEO, Reborn Coffee.
Reborn Coffee has long held ambitions to establish a footprint in East Asia’s flourishing branded coffee shop markets and signed a joint venture with Malaysian specialty café chain and distributor COLLECTIVE to open coffee shops across Malaysia, Singapore and Indonesia in January 2023. The business has also signed agreements to enter South Korea, China, Hong Kong and Macao – but has yet to open stores.