Coffee has long existed in Malaya since British colonization in the 18th century. Over time, coffee drinking has become deeply ingrained in Malaysian culture, transitioning from traditional kopitiams to the booming of specialty coffee shops.
Today, the number of coffee shops offering a variety of coffee is rapidly increasing. The rise of a community of third-wave coffee enthusiasts and the growing culture of coffee drinking have led to a surge in trendy cafes and neighbourhood coffee shops.
The increase in coffee consumption in Malaysia is also attributed to the presence of both chains and independent cafes. While international coffee chains are prevalent, local chains have gradually dominated the coffee scene, replacing many Malaysians’ favourite international coffee brands.
Take ZUS Coffee, for instance. This local coffee brand has outperformed many other coffee chains, reshaping the local coffee scene. The brand has grown quickly, with over 286 outlets across Malaysia as of 2023.
How did the brand become so popular in such a short period, and who are the minds behind this blue logo brand?
1. ZUS Coffee was founded by a group of eight co-founders.
Impressively, it wasn’t founded by just one person, but rather by a group of eight with diverse backgrounds in e-commerce, finance, and marketing. Despite their varied experiences, they shared a common passion for coffee.
ZUS Coffee started in 2019 to make specialty coffee affordable for everyone, every day. According to Venon Tian, one of the co-founders, the business began exactly four months before the COVID-19 pandemic lockdown. Starting from a humble 400-square-foot kiosk in Binjai, the business faced setbacks due to the pandemic. However, they transformed challenges into opportunities by giving free coffee to frontliners during the MCO, which greatly helped their success.
2. Proudly Buatan Malaysia!
ZUS Coffee has also partnered with international brands such as Oppo and Huawei. Since then, the brand has actively collaborated with celebrities, influencers, and other brands. Some notable achievements include collaborations with Hael Husaini and Iman Troye for a music video and the recent Bulan Bintang campaign.
ZUS Coffee disrupts the coffee scene by proudly being the top tech-enabled coffee chain. Their app boasts more than 2 million downloads as of 2023.
Interestingly, all 286 ZUS Coffee outlets are directly owned by the company, except for the KL East Mall outlet. Initially, the team considered franchising opportunities but later decided against it. To date, ZUS Coffee has sold over 39 million cups of coffee.
3. Philippine Billionaire Frank Lao Invests in the chain.
In March 2023, Frank Lao, the Filipino entrepreneur behind two of the Philippines’ most well-known restaurants, Choi Garden and Gloria Maris, invested in ZUS Coffee for a 35 per cent stake to expand the local coffee brand into the Philippines.
Venon clarified that ZUS Coffee is not seeking franchising opportunities, and the company owns all stores. They accepted the deal because the investor could help pave the way for expansion into the Philippines.
4. ZUS Coffee has created over 2,000 job opportunities.
Proudly a local brand, ZUS Coffee has created over 2,000 job opportunities as it has scaled. The company promotes sustainability and drives economic growth, setting an example for entrepreneurs.
5. Their goal is to become the largest coffee chain in Malaysia, surpassing Starbucks.
For the team at ZUS Coffee, the aim is not just to be another coffee chain but a coffee brand. They have expanded their offerings with merchandise such as tumblers, t-shirts, keychains, and instant coffees. With this marketing strategy, they believe they can surpass other overseas brands and become the biggest coffee chain in Malaysia, even exceeding Starbucks.
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