Vietnam's Viva Star Coffee Opens a Seventh Overseas Market in Malaysia
Vietnamese coffee chain Viva Star Coffee has confirmed it will open its first store in Malaysia this October, marking the brand's seventh overseas market. The store will open at Wyndham Acmar Klang in Selangor under a joint-development partnership with Malaysian firm GinsengWorld Biotech Berhad, which will combine local market knowledge with Viva's coffee sourcing and franchise operating system.
Viva has built its international footprint by adding markets across Asia, the Middle East and the United States one partnership at a time, rather than through a single sweeping regional deal. The brand plans to bring more than one store format into Malaysia, including Viva Reserve, a premium concept centred on exploring different coffee origins and brewing methods, and Viva Togo, a smaller takeaway-focused format.
"For Viva, franchising goes beyond expanding stores; it is about scaling a proven system and the values that drive it," said Viva founder and chair Le Thi Ngoc Thuy. "As we enter international markets, we value strong local partners who understand their market, culture and consumers, and have the capability to grow the business in their country."
The Malaysia entry adds to a growing list of Vietnamese F&B brands using master franchise and joint-development structures to expand abroad, a pattern that has also carried brands such as HappiTea and Three O'Clock into markets across South and Southeast Asia.
