Aik Cheong aims top coffee spot
Published on: Sat, Jul 12, 2025
By: Bernama Text Size: 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. Kuala Lumpur: 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. * Follow us on our official WhatsApp channel and Telegram for breaking news alerts and key updates! * Do you have access to the Daily Express e-paper and online exclusive news? Check out subscription plans available.
Stay up-to-date by following Daily Express's Telegram channel. Daily Express Malaysia
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Malaysia Sun
4 hours ago
- Malaysia Sun
Malaysian PM Anwar Ibrahim meets with Chinese FM Wang Yi
Malaysian Prime Minister Anwar Ibrahim (R) meets with Chinese Foreign Minister Wang Yi in Putrajaya, Malaysia, July 11, 2025. /Chinese Foreign Ministry Malaysian Prime Minister Anwar Ibrahim on Friday met with Chinese Foreign Minister Wang Yi in Putrajaya. Chinese President Xi Jinping's successful visit to Malaysia this year marked a major event in the history of Malaysia-China relations, Anwar said, adding that Xi's deep concern for and reflections on the future of the world have earned the heartfelt respect of the Malaysian government and its people. The fruitful cooperation between Malaysia and China in various fields has benefited the people of both countries, Anwar said. In today's world, cooperation mechanisms such as BRICS are growing with remarkable momentum as countries pursue independence, autonomy and development, he said. China has played a leading role in this process, which Malaysia highly appreciates, Anwar noted. Under the joint guidance of the two countries' leaders, China-Malaysia relations have entered the best period in their history, said Wang, also a member of the Political Bureau of the Communist Party of China Central Committee. China regards Malaysia as a sincere friend and stands ready to work with the Malaysian side to implement the important consensus reached between the two countries' leaders and to advance the building of a high-level, strategic China-Malaysia community with a shared future in a steady and substantive manner, he added. He said China fully supports Malaysia's work as the rotating chair of ASEAN and in playing a greater role in regional and international affairs. As developing countries, emerging economies, and key representatives of the Global South, China and Malaysia should join hands to meet challenges and pursue revitalization and development together, Wang said. The United States' unilateral imposition of high tariffs is irresponsible and unpopular, Wang noted. He said China will always stand with the vast number of developing countries, remain committed to high-level opening-up, share the dividends of its super-sized market and work together to expand the pie of win-win cooperation. Source: CGTN
Malaysia Sun
4 hours ago
- Malaysia Sun
Fighter jet deal with U.S. allies signals regional resistance to China's South China Sea expansion
Kuala Lumpur [Malaysia], July 12 (ANI): In a significant yet understated move to strengthen its air capabilities in the South China Sea, Malaysia has secured U.S. approval to acquire up to 33 F/A-18C/D Hornet fighter jets from Kuwait, a development that signals a quiet but firm recalibration of regional power dynamics, The Eurasian Times reports. The transfer, greenlit under Washington's Arms Export Control Act, marks a strategic U.S. nod to Malaysia's military modernisation without triggering an overt geopolitical showdown with China. Royal Malaysian Air Force Chief General Tan Sri Asghar Khan confirmed the approval on June 17, framing it as a critical upgrade amid rising threats in the Indo-Pacific. Although Malaysia publicly maintains neutrality, this defense boost, covertly supported by the U.S., reveals growing discomfort with China's coercive actions, particularly near Malaysia's maritime and airspace zones. As per The Eurasian Times, Beijing's belligerent behaviour continues to destabilise the region. In May alone, China dispatched 70 warships and two carrier strike groups from the Yellow Sea to the South China Sea, aggressively encircling Taiwan. Similar tactics have been used in Malaysian waters, including the provocative 2021 incursion of 16 Chinese military aircraft, prompting a formal diplomatic protest. With its fighter fleet thinned by the retirement of MiG-29s and BAE Hawks, Malaysia's acquisition of the well-maintained Kuwaiti Hornets--many upgraded with modern radars and electronic warfare systems--fills a glaring defense gap. U.S. support here is neither accidental nor merely logistical; it's part of a broader strategy to empower regional partners without drawing them into formal alliances, The Eurasian Times noted. Even as Malaysia maintains trade and dialogue with Beijing, it continues to face repeated intrusions near Petronas oil rigs off Sarawak, areas claimed under China's illegitimate nine-dash line. Public backlash against China's aggression has grown, exemplified by the 2025 boycott of Chagee tea shops after displaying a map echoing Chinese territorial claims. The Eurasian Times reported that the Hornet deal sends a quiet but unmistakable message: Malaysia, like other middle powers, is preparing for a future where sovereignty cannot rely on diplomacy alone. As tensions simmer, U.S.-backed defense upgrades reflect a growing resolve in Southeast Asia to resist China's creeping expansionism--on Malaysia's terms. (ANI)
The Star
7 hours ago
- The Star
Bon Odori makes debut in Sunway City
Some attended the 49th Bon Odori at Sunway City Kuala Lumpur decked out in traditional outfits. - Photo: Bernama Bon Odori 2025 arrives in Sunway City Kuala Lumpur to celebrate culture and boost visit Selangor Year 2025 Tourism. -- fotoBERNAMA (2025) HAK CIPTA TERPELIHARA PETALING JAYA: The Bon Odori Festival has made its debut at Sunway City Kuala Lumpur, featuring cultural performances, traditional dances, and more than 100 stalls offering Japanese street food, snacks, charming trinkets, handmade crafts, and unique festival finds. Held over two days starting Saturday (July 12) from 4pm to 11pm, the 49th edition of the festival is jointly organised by The Japan Club of Kuala Lumpur and Sunway City Kuala Lumpur, with support from Tourism Selangor, the Embassy of Japan, and The Japanese School of Kuala Lumpur. Sunway Malls chief executive officer HC Chan said the festival's arrival in Sunway reflected a deepening of bilateral ties and community building. "Today marks an important milestone in the history of cultural exchange between Malaysia and Japan. It is with great honour and privilege that the 49th Bon Odori Festival is being held for the first time in Sunway City Kuala Lumpur, one of Malaysia's top tourist destinations with an annual visitorship of over 42 million people," he told a press conference here on Saturday (July 12). Also present at the event were Tourism Malaysia deputy director-general Lee Thai Hung, Selangor local government and tourism committee chairman Datuk Ng Suee Lim, Tourism Selangor CEO Chua Yee Ling, Japanese ambassador to Malaysia Shikata Noriyuki, The Japan Club of Kuala Lumpur president Dai Hoshiai, and The Japan Club of Kuala Lumpur Chairman Toru Nakabayashi. Chan noted that the support of the Selangor state government and Tourism Selangor had been crucial in making the festival a success, adding that Sunway's commitment to cultural diplomacy was also reflected in its extensive collaborations with Japanese institutions in business, education, and innovation. "Sunway University has established active collaborative partnerships with more than 20 Japanese universities, with eight more in the pipeline, focusing on research collaboration, technological innovation, and student exchange programmes," he said. Meanwhile, Ng stated that the celebration of Bon Odori was in line with the spirit of unity and multiculturalism promoted under Visit Selangor Year 2025. "As Visit Selangor Year 2025 continues to gain strong momentum into its second half, we are proud to welcome more multicultural celebrations across the state, a true reflection of Selangor as a model of unity and harmony, in line with the Kita Selangor spirit," he said. He added that Japan remained one of Selangor's key international tourist markets, with Japanese tourist arrivals climbing from 110,018 in 2023 to 132,526 in 2024, marking a remarkable 20.5% increase. "We are confident that with the continued strengthening of bilateral ties between Selangor and Japan, this upward trend will persist in the years to come," he added. Bon Odori is a traditional Japanese festival celebrated with dances and lively drum performances to welcome the homecoming of ancestral spirits. Since its inception in 1977, Bon Odori has attracted a diverse crowd, supported the local economy, boosted tourism, and solidified Malaysia's position as a leading cultural and lifestyle destination in the regional tourism landscape. – Bernama Selangor local government and tourism committee chairman Datuk Ng Suee Lim (left) with Japanese ambassador Shikata Noriyuki (middle) and Sunway Mall CEO HC Chan at the press conference. - Photo: Bernama
