Wong served as Starbucks China’s first CEO from 2011 and oversaw significant sales and outlet growth over 12 years before stepping into a joint leadership role at the end of 2023
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Wong (pictured) has held senior Starbucks roles in Singapore, Hong Kong and China | Photo credit: Starbucks
Starbucks China Chairwoman Belinda Wong has retired after nearly 25 years working for the US coffee giant.
Wong joined Starbucks in 2000 as Vice President of Marketing, Category and Communications for the Asia Pacific region before serving as Managing Director for Starbucks Singapore 2004-2007 and General Manager for Starbucks Hong Kong 2009-2011.
She was appointed CEO and Chairwoman of Starbucks China in 2011 – a new role specifically created by Seattle-based Starbucks to drive growth in the vast East Asian market – and oversaw rapid expansion from 500 stores across 42 cities to 6,500 outlets across 230 cities.
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In October 2023, Wong moved to a co-CEO role alongside former Chief Operating Officer Molly Liu before Starbucks promoted Liu to sole CEO in September 2024 – a move which saw Wong retain her Chairwoman post.
Her retirement comes as Seattle-based Starbucks seeks fresh impetus for its China operations amid slower sales and fierce competition from fast-growing domestic brands. In November 2024, Starbucks CEO Brian Niccol said the business was considering a stake sale of the division – a move which could attract new investment and local market expertise to better navigate the rapidly developing market.
The following month, Starbucks China appointed former Tezign President Tony Yang as its first Chief Growth Officer.
Starbucks entered China in 1999 and currently operates over 7,500 company-owned stores in the world’s largest branded coffee shop market.
However, the market has undergone significant transformation since Wong took the helm of Starbucks China, which now faces increased competition from value-focused rivals Luckin Coffee and Cotti Coffee, as well as fast-growing chains Nowwa Coffee Manner Coffee and Tims China.
Starbucks’ like-for-like sales in China fell 8% in the 12 months ended 29 September 2024, with fourth quarter sales declining 14% amid a fall in footfall and average ticket.