Maxim’s Group is a Hong Kong-based Starbucks franchisee. Credit: Sorbis / Shutterstock.

Hong Kong-based franchisee Maxim’s Group has opened its 1,000th licensed Starbucks store in East Asia in Hanoi, Vietnam,  World Coffee Portal has reported.

The franchisee company opened the new outlet at the Diamond Plaza shopping centre.

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Since opening its first Starbucks store in Hong Kong in 2000, Maxim’s has extended its licensing of the US coffee chain to six additional East Asian markets: Cambodia, Laos, Macau, Singapore, Thailand and Vietnam.

Maxim has established a significant foothold in Thailand with 507 stores, followed by Hong Kong with 163, Singapore with 143 and Vietnam with 115.

Founded in 1956, Maxim’s Group now operates more than 2,000 outlets across its diverse foodservice portfolio.

In addition to Starbucks, it runs Chinese restaurant chains such as Maxim’s Place, Jade Garden and Jasmine.

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The group also licenses international quick-service brands including Thai Basil, Genki Sushi, Shake Shack and The Cheesecake Factory.

Maxing Group chief operating officer Norbert Tan was quoted by World Coffee Portal: “We had 126 Starbucks stores in two territories when I first led our Starbucks portfolio in 2012 and I count myself super lucky to be part of this growth story.

“[I am] proud of our over 10,000 partners who put on their green apron every day serving the 1,000 communities we operate today.”

In June 2024, Starbucks opened its 500th location in Thailand, marking the milestone with a new drive-through store in Bangkok.

Starbucks plans to expand to 800 locations in Thailand by 2030.

The expansion plan, in collaboration with local franchise partner Coffee Concepts Thailand, focuses on drive-through facilities as a key driver of growth.

Coffee Concepts Thailand is a joint venture formed by the Singaporean food and beverage company F&N, and Hong Kong’s Maxim’s Group.