Upmarket Japanese coffee businesses are expanding into other Asian markets in an attempt to win over customers from global leaders such as Starbucks.
Specialty brands Sarutahiko Coffee and Hoshino Coffee are among those reaching into major Asian markets, with Sarutahiko entering Thailand and Hong Kong, and Hoshino moving to Taiwan.
“Consumers who frequent Starbucks are ready to embrace Japanese-style service,” said president and CEO of Sarutahiko Tomoyuki Otsuka.
Mitsubishi has taken a 15 percent holding of Sarutahiko for around 500 million yen ($4.6 million), with a view to expanding the brands’ network from the current 16 stores (including three in Taiwan) to 30 outlets.
Hoshino Coffee already trades well in Singapore, Malaysia, and Indonesia and will launch in Taiwan in the next fiscal year.