Aik Cheong Brews Global Ambitions At Expo 2025 Osaka

KUALA LUMPUR, July 11 (Bernama) -- 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, adding that through the expo and beyond, Aik Cheong isn’t just serving coffee, it’s serving vision.

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.

The company has made notable strides in diversifying its offerings, from the IT’S series to cold brews and coconut-based creamers aimed at health-conscious consumers.

“Our team has stepped up since COVID. We have invested heavily in research and development (R&D), and we were the first to launch instant caramel macchiato in Malaysia and Southeast Asia. And innovation isn’t limited to taste,” he added.

Tang noted that Aik Cheong is also leading in product storytelling and creative branding, where it is now trending across Shopee, Lazada, and TikTok.

“Thanks to our team’s creative push toward fun, minimalist designs and digital-first campaigns. These ideas aren’t just used locally; we apply them to international markets too,” he said, adding that this commitment to innovation extends beyond product development, it’s deeply embedded in how the company operates and connects with its customers.

Tang highlighted that the Aik Cheong e-commerce team plays a pivotal role in product launches, consumer engagement and market analytics -- ensuring the brand evolves alongside its customers. 

“Behind the scenes, a forward-thinking procurement strategy ensures quality remains uncompromised even as the brand scales. Our supply chain team goes to great lengths -- from sourcing to R&D sessions with both local and international suppliers -- to improve current offerings and explore new ideas.

“Partnerships remain a core part of Aik Cheong’s long-term brand equity strategy, not just for visibility, but for impact. Partnerships like the Malaysia Pavilion at Expo 2025 allow us to not only expand our reach but contribute meaningfully through CSR and cultural storytelling,” he said.

Tang said that this mindset reflects a brand that isn’t chasing virality, but value, building presence through considered alignment with platforms that elevate Malaysia’s F&B industry as a whole.

“The World Expo in Osaka marks a major milestone for Aik Cheong. Our goal is to showcase a Malaysian company that is deeply rooted in culture, yet progressive in innovation.

“If we can open doors to new business partnerships, even better, but at its core, this is about representing Malaysia on a world stage,” he said.

-- BERNAMA