The value-focused coffee chain now operates across eight markets in East Asia, with further expansion expected in the Philippines and Singapore
Cotti Coffee now operates in eight major East Asian markets | Photo credit: Cotti Coffee
Chinese coffee chain Cotti Coffee has continued its expansion drive across East Asia with launches in Thailand and Malaysia this month.
The convenience-focused operator opened two stores in Bangkok at the Samyan Mitrtown mixed-use retail and residential development and the Silom Complex in the Bang Rak subdistrict. It also opened its first outlet in Malaysia on 17 December 2023 in Johor Bahru.
Cotti Coffee has rapidly scaled since opening in first store in Fuzhou, China, in October 2022 and now operates in eight major East Asian markets. Alongside China, where it operates more than 6,000 stores, the coffee chain also has outlets in South Korea, Indonesia, Japan, Hong Kong and Vietnam.
Launched by the founders of China’s largest coffee chain, Luckin Coffee, Cotti deploys heavy discounting and utilises an in-house-app to facilitate payments, delivery, pick-up orders and marketing promotions.
In Thailand, Cotti Coffee capped all beverages at THB 49 ($1.40) as part of an opening day promotion, with an americano priced at THB 29 ($0.83), according to the coffee chain’s Instagram account.
In contrast, market leader Café Amazon retails an 12oz americano at THB 58 ($1.66) while Starbucks prices the same sized beverage at BHT 111 ($3.18) in Thailand.
Beijing-based Cotti Coffee is expected to open its first outlet in the Philippines on 20 December 2023 and has announced an upcoming launch in Singapore on social media. The value-focused coffee chain also operates three stores in Canada – its only market outside of East Asia.
World Coffee Portal research shows the total East Asian branded coffee shop market grew 24% by outlets over the last 12 months to exceed 119,200 stores. China is the largest branded coffee shop market in the region with approximately 49,700 outlets, ahead of South Korea with more than 31,100.
Project Café East Asia 2024 forecasts the total East Asian market will surpass 136,500 outlets by the end of 2024 and 181,500 in 2028.