International coffee brands influence Malaysia's shift from tea to coffee culture

FOR decades, international coffee brands have shaped Malaysia's beverage scene, influencing the country's transition from a culture of tea drinkers to coffee enthusiasts.

However, the boycott of Israeli-linked products has significantly shifted market dynamics, causing these global brands to experience a sharp decline in their customer base.

This shift has inadvertently paved the way for both local and emerging coffee brands to carve out their niches in the Malaysian market.

As consumers seek alternatives, the landscape is ripe for innovation and competition, reflecting a growing desire for more diverse and homegrown coffee options.

Barista Guild Asia lead trainer Muhammad Zakir Mohd Zamil said international coffee brands entered the Malaysian market in the late 1990s, playing a major role in driving the country's shift from a tea-focused culture to one that now embraces the rich and diverse flavours of coffee.

"They succeeded by introducing the "third place" concept; home being the first, work the second and a comfortable, social space the third, which brands like Starbucks have effectively provided.

"These global chains have long dominated the Malaysian coffee scene, shaping modern coffee culture and steering the market away from the traditional Nanyang or Kopitiam coffee styles towards a more contemporary experience," he said.

Zakir highlighted that Malaysia's expanding and lucrative coffee market presents immense opportunities for local chains and independent cafes, especially as consumers shift towards local brands due to the boycott of international Israeli-related products.

He said missing this shift could mean lost growth potential and a weaker industry presence.

"First and foremost, it is crucial to establish your brand identity. What sets your brand apart from others? Developing a strong brand identity enhances brand awareness and solidifies your market presence. Many may underestimate the importance of branding, but it is essential for success.

"Secondly, invest in the hospitality aspect of your business. While consistently delivering high-quality coffee is vital, providing exceptional customer service is also as important. Aim to create an atmosphere where customers feel welcomed, comfortable and valued every time they visit your store," he said.

He also suggested that coffee brand staff go beyond just processing transactions by helping customers choose the perfect drink or coffee to suit their preferences.

Zakir said businesses should be innovative and prioritise research and development (R&D) to avoid becoming stagnant with a limited menu as this could lead to declining sales and foot traffic.

"Update your offerings regularly to ensure you remain relevant and appealing to customers.

"Investing in R&D is essential for staying ahead in the local market and continuously meeting the evolving preferences of your clientele," he added.