Luckin Coffee Expands Beyond Borders with Singapore Store?! Southeast Asian Coffee Market Development Awaits!

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Regarding the development of Luckin Coffee, many overseas friends often ask: When will it open in xxx! As someone living abroad, seeing Chinese brands expanding globally is certainly a matter of pride and even emotion.

In August of last year, news circulated online about Luckin Coffee expanding internationally. Many friends in Thailand reported encountering Luckin Coffee in Bangkok. The owner of this store is Chinese, and it opened in late December 2020!

After this post was published, more and more friends in the Bangkok area confirmed the authenticity of the post. As the discussion热度 continued to rise, Luckin Coffee's official team also responded: It's fake! Luckin Coffee has not opened stores in Thailand! They also stated that relevant departments have taken legal action to protect their rights.

Luckin Coffee's Southeast Asian Expansion Plans

However, Luckin Coffee certainly hasn't missed the opportunity presented by overseas consumers' anticipation for their brand. Although they stated they would use legal means to protect their rights, more than a year has passed, and Luckin Coffee in Thailand continues to operate. The "official" Facebook page even posted New Year promotional activities a few days ago. There's also an official website!

Perhaps seeing the brand's popularity in the Thai market, Luckin has quietly decided to develop the Southeast Asian market. Recently, netizens discovered that on December 16, 2022, Luckin Coffee posted recruitment information for Singapore store managers on the Southeast Asian job website JobStreet, with salaries ranging from 3800-4900 Singapore dollars (approximately 19,000-25,000 RMB). Additionally, the same information can be found on other popular job websites in Southeast Asia.

Looking at the job requirements, Luckin Coffee's Singapore store manager position doesn't require extensive experience, as Luckin Coffee stated they would provide a series of training programs. Additionally, Luckin Coffee has other recruitment posts for Singapore positions on JobStreet, such as marketing manager, project manager, and senior engineer.

Potential for Southeast Asian Market Expansion

Based on the various job postings, their formatting, and the positions available, if Luckin Coffee truly plans to expand internationally to Singapore, it certainly won't stop there. The entire Southeast Asian coffee market holds significant potential.

Recently, Mixue Bingcheng has already entered the Thai market, winning over local consumers since opening due to its extremely affordable prices. Some beverage prices can compete with street vendors, but when it comes to production environment and hygiene standards, street vendors cannot compare.

Consumer Preferences in the Coffee Market

Today, regardless of the country, for general consumers, a clean and sanitary production environment and high cost-performance are important factors in choosing beverages. Whether coffee is truly specialty isn't actually that important—what matters is that everyone wants to drink products with stable quality and innovative flavors.

As for whether Luckin Coffee truly plans to expand internationally, there has been no official response yet. If it's true, can Luckin secure a share of the Southeast Asian market? We'll have to wait and see.

Image source: Internet

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