KUALA LUMPUR, July 11 — Expo 2025 Osaka serves as a strategic platform for Aik Cheong Coffee Roaster Sdn Bhd to strengthen its international presence and showcase Malaysia’s homegrown excellence on a world-class platform.
Its director, Tang Joo Shen, said the expo offers exposure to over 28 million projected visitors and global media, reinforcing Aik Cheong’s position as a brand ready to scale with purpose, not just profit.
“That global ambition does not end in Osaka. Aik Cheong’s ambition is clear: to become the largest local coffee brand by 2030, with a significantly expanded footprint in international markets.
“The goal is to build a brand ecosystem that honours where we come from, reflects where the world is heading, and continues to serve what modern consumers truly value,” he said in a statement to Bernama.
Founded in 1995 in Melaka, Aik Cheong has grown into one of Malaysia’s most recognisable heritage beverage brands, now present in over 40 countries worldwide.
Tang emphasised that to bring the vision to life, Aik Cheong is embracing bold, forward-thinking strategies by being open to new tech, cross-branding, and partnerships with startups.
“That is how we stay relevant. It is a mindset that blends legacy with agility — a rare combination in today’s fast-moving food and beverage (F&B) space.
“As Aik Cheong brews its next chapter, one thing is certain: this is no longer just a kopitiam brand. It is a case study in how Malaysian heritage can evolve into global relevance,” he said.
In addition, Tang said that Expo 2025 Osaka positions the brand not just as a coffee roaster, but as a symbol of how Malaysian brands are redefining themselves for the future.
For Aik Cheong, the international expansion is not a numbers game; it’s a long-term investment built on deep market understanding, he added.
“We don’t rush into new markets. Our approach begins with proper market surveys and finding the right partner, because poor entry can damage the brand.
“In Western countries, demand leans toward fresh brews, but in Asia and the Middle East, instant beverages are still growing. That’s where our focus has been over the last five years,” Tang said.
— Bernama
