Malaysian coffee lovers will know the name ZUS Coffee—this fast-growing brand has been serving caffeinated delights since 2019.
While ZUS has taken Malaysia by storm with over 580 outlets, it just made another big step abroad by opening its first Singaporean store.
The journey so far
For a brand that only started five years ago in Kuala Lumpur, ZUS Coffee’s rapid expansion is impressive.
With 586 stores in Malaysia, 59 in the Philippines, and now its latest venture in Singapore, ZUS is growing fast with over 600 outlets in three countries. This move marks its second international expansion following the Philippines.
Singapore is the latest market in their sights, and they’re making their debut in one of the busiest spots on the island—Changi Airport, Terminal 4, with a cosy grab-and-go kiosk that officially opened on October 11.
It positions them as an ideal pit stop for travellers, whether arriving, departing, or just passing through the terminal.
A peek at the Singapore menu
We’re not entirely sure what they are offering in Singapore, but from the pictures of the outlet launch that ZUS Coffee has shared online, we’ve caught a glimpse of some drinks.
The drinks include Matcha Strawberry Latte for S$5.90, Spanish Latte, and Dark Oolong Cham Latte, both priced at S$5.50.
If their Malaysian menu is anything to go by, Singaporeans can look forward to an extensive selection of beverages, from bold espressos to unique flavour combinations like coconut and butterscotch.
Given ZUS’s knack for innovation, we’re curious to see if they’ll tweak the menu to better suit Singaporean tastes or keep it consistent with what they’re known for back home.
The challenge ahead in Singapore’s coffee scene
ZUS Coffee isn’t entering an empty market. Established coffee brands like Starbucks and The Coffee Bean & Tea Leaf have already firmly planted themselves in Changi Airport’s fourth terminal.
And let’s not forget the growing number of regional and international players who have been staking their claim in Singapore over the past year. From Indonesia’s Kopi Kenangan to Taiwan’s Louisa Coffee, South Korea’s Compose Coffee, and China’s Greybox Coffee, the competition is intense.
This influx of coffee brands is no surprise. With Singapore’s high coffee consumption rates, attractive tax regimes, and rising disposable incomes, it’s a prime location for Southeast Asian coffee chains looking to expand their footprint.
According to World Coffee Portal’s Project Cafe East Asia 2024 report, the Singaporean branded coffee shop market is forecast to hit 1,250 outlets by 2029. That’s a lot of coffee for such a small country, and ZUS Coffee is looking to make its mark among the big players.
What’s next for ZUS Coffee?
With their first Singaporean kiosk officially open, ZUS Coffee’s next move will be interesting to watch.
The company recently raised around US$57.27 million, which they plan to use for further domestic and international expansion, with Singapore and Brunei being high on their list for growth in 2024.
This new injection of funding will no doubt give them the boost they need to hold their own in Singapore’s thriving coffee scene.
But as more and more coffee chains flood Singapore, only time will tell if ZUS Coffee can truly carve out a loyal following in this competitive market. With their proven track record in Malaysia, we wouldn’t be surprised to see them flourish in Singapore as well.
But they’re up against some big names, and it’ll be fascinating to see how they adapt and compete. For now, all we can do is wait for that first cup and see how the Singaporeans take to this Malaysian favourite.
Featured Image Credit: ZUS Coffee
