The deal is the franchise group’s latest move to strengthen its international footprint following agreements to expand its licensed Starbucks and Paris Baguette businesses outside of Malaysia
Berjaya Food has signed an agreement with BlueMon Group to launch Krispy Kreme in Mongolia.
The Kuala Lumpur-based franchise group brought the US doughnut and coffee chain to Malaysia in 2009 and currently operates 30 licensed stores across its home market.
In a joint press release, BlueMon Group said the move was part of its strategy to elevate Mongolia’s consumer landscape with globally respected brands and tap into rising consumer demand for modern dining and lifestyle trends.
Ulaanbaatar-based BlueMon Group currently operates 37 outlets across five restaurant brands, including youth-focused Tse Pub, hot pot concept The Bull and licensed South Korean brand Dessert39.
“We are pleased to join forces with BlueMon Group to expand Krispy Kreme’s presence into Mongolia. Mongolia presents a promising market with a rising appetite for quality food experiences and we believe Krispy Kreme’s iconic offerings, and strong brand equity will resonate deeply with consumers there,” said Dato’ Sydney Quays, Group CEO, Berjaya Food.
Launching Krispy Kreme in Mongolia is the latest move by Berjaya Food to diversify its operations and tap into revenue streams outside of Malaysia. The franchise group has penned several deals to sub-franchise South Korean bakery-café chain Paris Baguette outside of its home market, including in Brunei, Thailand and the UAE.
In August 2024, Berjaya Food also secured licensing rights to operate US coffee giant Starbucks in Denmark, Finland and Iceland. The Kuala Lumpur-based group currently operates 400 licensed Starbucks stores in Malaysia and is set to launch the coffee chain in Iceland with two stores in Reykjavik in May 2025.
World Coffee Portal research shows that Mongolia has one of the smallest branded coffee shop markets in East Asia, with less than 200 outlets. However, several international operators have successfully expanded in the market, including South Korean brands Caffebene, Tom N Toms Coffee and TOUS les JOURS, Italy’s Segafredo Zanetti and Germany’s Coffee Fellows.
In May 2024, fast-growing South Korean chain Mega Coffee made its international debut in Mongolia and has since expanded to four sites across the capital city Ulaanbaatar.
