Reborn Coffee, a US-based speciality coffee retailer, has unveiled plans to launch its first flagship store in Guangzhou, China.

Following the finalisation of a master franchise agreement in Guangdong Province, the company is set to open a flagship store – which will feature a roasting and training facility – in the Li Weiguang Art Museum.

The store is situated on the first floor of the Li Weiguang Art Museum in Shamian Island, strategically positioned to attract high foot traffic and benefit from the area's rich cultural environment. According to the company, this location is seen as ideal for introducing Reborn Coffee's offerings to China's coffee enthusiasts.

The company aims to establish more than 70 new locations in established and emerging Tier 1 cities such as Chengdu, Hangzhou and Wuhan. Additionally, there are plans for significant growth in Tier 2 and 3 cities, which offer substantial market opportunities due to growing middle-class populations and increasing consumer spending.

Reborn Coffee plans to convert the second, third and fourth floors of the museum into a design centre and barista training facility with "a first-class" roasting facility.

Jay Kim, CEO of Reborn Coffee, said: "Reborn Coffee is aggressively expanding in China. Building on the success of our flagship store, we plan to open over 70 locations across Guangdong Province. Our aim is to not only expand our presence but also become an integral part of the local community, enriching the coffee culture and boosting our global presence. We are committed to a long-term vision that aligns with our strategic goals and investor expectations.

“Furthermore, our expansion goes beyond China. Reborn Coffee's plans include broader international expansion, starting with additional Asian markets. We are establishing master franchise agreements in Singapore, Thailand, Vietnam and Indonesia, chosen for their vibrant coffee cultures and rapid market growth. These new markets will not only increase our global presence but also cater to the growing demand for premium coffee experiences in Asia, strengthening our international brand presence."

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