US-based chain Reborn Coffee has signed a deal to make a debut in Thailand, accelerating its Asia expansion strategy. 

As part of its joint venture with Gaingan Humantech, the brand will open its first Thai store at One Bangkok mixed-use development, followed by two more locations in the country. 

“By fostering a vibrant local coffee culture, Reborn Coffee and our joint venture partners will innovate in coffee, tea brewing, and specialty bakery offerings,” said Jay Kim, CEO of Reborn Coffee.

“We are setting a new standard for premium beverages and artisanal products in Thailand while positioning ourselves as a leader in Southeast Asia’s thriving coffee market.”

According to the company, Thailand’s coffee market has grown rapidly, with consumption increasing by more than 20 per cent in the last five years.

Southeast Asia is emerging as a significant coffee culture hub, and Reborn Coffee’s launch into this expanding market comes at an ideal time, as demand for quality coffee grows among the country’s younger urban population. 

Reborn Coffee is deliberately positioning itself to acquire a part of Southeast Asia’s high-growth industry, which is expected to exceed $6 billion by next year. 

The Californian speciality coffee brand made its Malaysian debut last year with a flagship store in Kuala Lumpur’s Exchange TRX mall.