If you’ve ever stepped into an OldTown White Coffee cafe, you’ve likely been greeted by the aroma of freshly brewed coffee paired with the warm, inviting vibe of a classic Malaysian kopitiam. But how did this humble coffee brand from Ipoh, Malaysia, become one of Asia’s most recognizable names, with over 200 outlets across Malaysia, Singapore, Indonesia, and beyond?
The answer lies in a rich history, bold innovation, and a billion-ringgit success story. Let’s dive into the journey of OldTown White Coffee and discover how it became an international coffee powerhouse.

Brewing Tradition: The Origins of Ipoh’s OldTown White Coffee
OldTown White Coffee’s story begins in Ipoh, Perak, a town renowned for its culinary treasures and, most famously its white coffee. Developed by Hainanese immigrants during Malaysia’s early tin mining days, Ipoh white coffee was born out of a need to adapt Western-style coffee, which was considered too bitter for local palates.
By roasting coffee beans with margarine and adding sweetened condensed milk, these immigrants created a creamy, caramel-toned brew that quickly became a local favorite. Despite its name, “white coffee” isn’t actually white. The name comes from the Chinese translation of its preparation method and the addition of milk, giving it its signature smooth and rich flavor.
This unique coffee became an enduring symbol of Ipoh’s heritage, and it wasn’t long before a group of visionaries set out to share it with the world.
The Visionaries Behind OldTown

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In 1999, two friends, Goh Ching Mun and Tan Say Yap, decided to bring Ipoh white coffee into every Malaysian household. Goh, who had worked at his family’s Nam Heong Coffee Shop since the age of 12, and Tan, a seasoned coffee manufacturing expert with over 20 years of experience, had both fallen in love with the coffee’s unique taste.
To round out their team, they recruited Lee Siew Heng, a businessman from the garment industry who brought fresh ideas and sharp business acumen. Together, they perfected a recipe for an instant 3-in-1 white coffee mix using a unique three-bean blend: Arabica for sweetness, Robusta for boldness, and Liberica for a lingering finish.
In the same year, they launched their first product under the name OldTown White Coffee, a nod to Ipoh’s rich coffee heritage. The goal was simple yet ambitious: make authentic Ipoh white coffee accessible to everyone, everywhere.
Instant Success: Coffee for the Masses

OldTown’s 3-in-1 white coffee mix was an instant hit. Its combination of convenience and authenticity resonated with coffee lovers across Malaysia. By 2000, OldTown began exporting its products to Singapore, marking the start of its international journey.
Innovation didn’t stop there. In 2001, the brand introduced 3-in-1 instant milk tea to diversify its product offerings. By 2002, OldTown’s products were available nationwide in major hypermarkets and supermarkets, from East to West Malaysia.
These milestones laid the groundwork for what would become one of Malaysia’s most iconic brands.
Kopitiam Dreams: The Cafe Experience

In 2005, OldTown took a bold step by opening its first kopitiam-style cafe in Ipoh. Modeled after traditional Malaysian coffee shops, these cafés offered more than just coffee—they served local favorites like nasi lemak, curry mee, and kaya toast in a cozy, nostalgic setting.
The café concept was a hit, and OldTown quickly became a go-to spot for everything from breakfast meetings to late-night snacks. By 2013, OldTown celebrated the opening of its 200th café, not just in Malaysia but also in Singapore, Indonesia, and Hong Kong.
The success of OldTown’s café chain can be attributed to its smart franchising model, which provided franchisees with extensive support in marketing, operations, and supply chain logistics. This ensured consistent quality across outlets while allowing franchisees to thrive.
A Billion-Ringgit Milestone
OldTown’s meteoric rise eventually caught the attention of international investors. In 2017, Dutch coffee giant Jacobs Douwe Egberts (JDE) acquired the brand for RM1.47 billion, making it one of Malaysia’s most successful franchise stories.
The acquisition allowed OldTown to further expand its global presence while maintaining its roots in Malaysian coffee culture. Today, JDE’s support continues to fuel OldTown’s growth and innovation.
Blending Tradition with Modernity
OldTown White Coffee continues to evolve while staying true to its heritage. The brand has introduced exciting new flavors like Salted Caramel White Coffee and Smooth Roast Less Sugar Coffee to cater to changing consumer preferences.
OldTown has also embraced sustainability, transitioning to environmentally friendly packaging and adding plant-based menu options to appeal to health-conscious customers. The brand also joined Malaysia’s Menu Rahmah campaign, offering affordable meal sets for as low as RM4.50. These initiatives reflect OldTown’s commitment to making quality food and beverages accessible to everyone.
A Cup of Heritage

What started as a simple idea in Ipoh has grown into a global phenomenon, blending tradition with innovation to create a brand loved by millions. From its humble beginnings as a 3-in-1 coffee pack to becoming a billion-ringgit franchise, OldTown White Coffee is a true testament to the power of passion and perseverance.
So the next time you sit down with a cup of OldTown white coffee, take a moment to appreciate the journey behind it; a journey brewed from heritage, vision, and a love for great coffee. Because sometimes, the best ideas really do start with a simple cup of coffee.
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