The two parties intend to transform coffee culture in China. Credit: VTT Studio via Shutterstock.com.

American café chain Reborn Coffee has announced a strategic expansion into the Chinese market through a master licence agreement with interior design consulting company IAID.

The partnership will launch with the opening of a Reborn Coffee location in Guangzhou, Guangdong province.

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As a part of its strategic growth plan, the American café chain plans to establish a presence in other major Chinese cities such as Shanghai and Shenzhen.

Reborn Coffee CEO Jay Kim said: “We are fully dedicated to ensuring our expansion into China becomes a landmark success. This joint venture with IAID is a significant step forward in our strategic endeavours to introduce Reborn Coffee’s distinctive coffee culture to new geographies.”

The new joint venture combines Reborn Coffee’s expertise in retail coffee operations with IAID’s knowledge of lifestyle design.

IAID CEO Henry Hu said: “We are thrilled to join with Reborn Coffee’s robust retail operation capabilities.

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“Our collaboration is set to redefine the coffee scene by introducing a premium speciality coffee experience coupled with a high-quality, design-focused lifestyle social gathering.

“We are confident that this unique fusion will not only captivate the region but also propel Reborn Coffee to tremendous success in Guangdong province.”

In December 2023, Reborn Coffee entered the Malaysian market with its new store in Kuala Lumpur.

Located at the Exchange TRX mall, the store opened under a newly incorporated entity, Reborn Coffee Malaysia.

The new flagship café is adjacent to other global brands such as Shake Shack and Apple and is part of the company’s global expansion initiative.

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

The company will use the capital to transform its coffee service model by combining coffee services with electric vehicle charging stations.