ZUS Coffee brings Southeast Asian coffee playbook to Indonesia with Jakarta debut

Southeast Asian coffee chain ZUS Coffee is entering Indonesia through a partnership with Kapal Api Group, marking the brand’s latest regional expansion as competition intensifies in the region’s fast-growing coffee market.

The Kuala Lumpur-founded chain will open its first Indonesian outlet at Puri Indah Mall at the end of May, positioning itself around affordable specialty coffee aimed at younger consumers seeking convenience, personalisation and digitally integrated experiences.

Founded in 2019, ZUS Coffee has rapidly expanded across Southeast Asia, including markets such as Malaysia, Singapore, Philippines, Brunei and Thailand. The company said it surpassed 1,000 stores globally in 2025, supported by more than 8,000 employees.

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“Indonesia has always been a meaningful market for us – not only because of its rich coffee heritage, but also its vibrant and fast-evolving consumer landscape,” said Venon Tian, group chief operating officer at ZUS Coffee.

“Our mission has always been clear: to make specialty coffee accessible to everyone. Through our partnership with Kapal Api Group, we are excited to bring this vision to life in a way that is locally relevant, while staying true to what ZUS Coffee stands for – quality, consistency, and convenience,” he added.

ZUS Coffee said its business model integrates ordering, payments and loyalty rewards into a single mobile platform, while also using digital workflows internally to improve operational efficiency for its baristas, known as “Zuristas”.

Alongside staple drinks such as Americanos and Lattes, the company is bringing its globally popular Spanish Latte to Indonesia, which it said has sold more than 42 million cups worldwide. The chain also plans to introduce Indonesia-exclusive beverages tailored to local tastes.

Its localisation strategy has become central to the brand’s regional expansion playbook. Previous market-specific drinks have included the Gula Melaka Latte in Malaysia, Ube Latte in the Philippines, Kopitiam Double Espresso in Singapore and Thai Milk Tea-inspired offerings in Thailand.

To strengthen its Indonesian credentials, ZUS Coffee is also collaborating with Indonesian coffee roaster Taufan Mokoginta, who won first place at the World Coffee Roasting Championship in Taipei. The collaboration will include Indonesian-exclusive drinks and future coffee blends.

Beyond product localisation, the company said its Indonesian strategy will also focus on community partnerships, local suppliers and employment opportunities as it scales operations in the country.

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