US-based café chain Reborn Coffee has made its debut in the Malaysian market with a new store in Kuala Lumpur.

Located at the Exchange TRX mall, the store has been opened under the newly incorporated company Reborn Coffee Malaysia.

Reborn Coffee Malaysia director Barrie Nasim stated: “The Exchange TRX is a prime location for establishing the first Reborn-branded outlet in the rapidly growing Kuala Lumpur region.

“This prestigious mall has a variety of international bands from shopping and dining to entertainment and will serve as a launchpad for strategic licensing deals across various regions in Malaysia, Singapore, and Indonesia.

“We look forward to bringing Kuala Lumpur consumers an unparalleled coffee experience that seamlessly fuses tradition with innovation.”

The new outlet in Malaysia is part of the company’s global expansion initiatives.

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By GlobalData

The new flagship café is located adjacent to other global brands such as Shake Shack and Apple.

Reborn Coffee CEO Jay Kim stated: “Our global expansion initiatives and launch into the Southeast Asian market align with our brand ethos, and are anticipated to significantly augment revenue streams.

“Coupled with our sustainability goals, we will also be partnering with speciality coffee farms in Southeast Asia to spearhead our ESG [environmental, social and governance] agenda across their value chain and deliver exceptional quality through sustainable and ethical sourcing for our valued customers.

“Taken together with new locations in California, expansion into South Korea and the UAE, and our partnership with Hour Loop on Amazon, we are well-positioned to reach our expansion goals across a variety of channels that will enable sustained operational execution and year-over-year revenue growth.”

In November 2023, Reborn Coffee signed a memorandum of understanding with KIB Plug Energy Korea for a strategic investment of $5m.

The capital will be used by the café chain to transform its coffee service model by combining coffee services with electric vehicle charging stations.