Is Luckin coffee opening stores in Singapore?
Luckin Coffee has posted store manager roles on the Singapore recruitment site JobStreet, with listed salaries of roughly 19,000 to 25,000 RMB, prompting speculation about a Southeast Asian push. The company has not officially confirmed any overseas store openings, so the listings remain the main signal so far.
The move follows a separate episode in Thailand, where a counterfeit Luckin store opened in late December 2020 and is still trading despite the company saying it never opened there and has taken legal action. Meanwhile Mixue Bingcheng has entered Thailand with low prices and hygiene as its pitch, adding pressure in the region.
Recently, netizens discovered that Luckin Coffee posted positions such as store manager on the Singapore recruitment website JobStreet, with salaries of approximately 19,000 to 25,000 RMB, sparking speculation about its expansion into Southeast Asia. Previously, counterfeit Luckin stores appeared in Thailand, and the company officially stated it had not opened stores in Thailand and took legal action, but the store is still operating. Meanwhile, Mixue Bingcheng has successfully entered the Thai market, winning over consumers with low prices and hygienic conditions. The Southeast Asian coffee market has huge potential, and whether Luckin is truly going overseas remains to be officially confirmed. This article sorts out the sequence of events and retains relevant recommendations from Front Street Coffee, keeping readers informed about the overseas expansion trends of Chinese coffee brands.
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Many friends overseas often ask Luckin Coffee: When exactly will you open here? For those living abroad, witnessing Chinese brands going global undoubtedly brings pride, and even moves them.
Last August, news about Luckin Coffee going abroad spread online. Several friends in Thailand claimed they unexpectedly encountered Luckin Coffee on the streets of Bangkok. The operator of this store is Chinese, and it officially opened in late December 2020.
After the news spread, more and more local netizens in Bangkok confirmed the authenticity of the post. As discussions heated up, Luckin officially clarified: The one in Thailand is fake! Luckin Coffee has not opened stores in Thailand! It also revealed that relevant departments have already taken legal action to defend their rights.
Although Luckin stated it would use legal means to protect its rights, in the face of expectations from overseas market consumers, the brand clearly did not ignore them. More than a year has passed, and the so-called Luckin Coffee in Thailand is still operating as usual. Its "official" Facebook even launched a New Year promotion a few days ago, and it even has an official website.
Perhaps sensing the brand's popularity in the Thai market, Luckin seems to have quietly conceived the idea of expanding into the Southeast Asian market. Recently, netizens discovered that on the Southeast Asian recruitment website JobStreet, Luckin Coffee posted a recruitment notice on December 16, 2022, for a Singapore store manager, with a salary of 3,800 to 4,900 Singapore dollars (approximately 19,000 to 25,000 RMB). In addition, the same information can be seen on other popular Southeast Asian recruitment websites.
Judging from the requirements of the recruitment position, the Luckin Coffee Singapore store manager role does not require much experience, and the company stated it will provide a series of training. In addition, Luckin also posted other Singapore position recruitment notices on JobStreet, including marketing manager, project manager, senior engineer, etc.
From the job settings and layout in these recruitment notices, if Luckin Coffee really goes abroad and opens in Singapore, then in the future it is likely not to be limited to Singapore, as the entire Southeast Asian coffee market has considerable potential.
Previously, Mixue Bingcheng had already taken the lead in entering the Thai region, and since opening it has won the favor of a group of local consumers because the prices are indeed very cheap. The prices of some drinks can even compete with street stalls, but in terms of production environment and hygiene conditions, street stalls cannot compare at all.
Nowadays, no matter which country, for mass consumers, a clean and hygienic production environment and high cost-effectiveness are important considerations when choosing drinks. Whether the coffee is truly specialty is actually not important; what matters is that everyone wants to drink products with stable quality and novel flavors.
As for whether Luckin Coffee is really going to go abroad, the official side has not yet given a formal response. If it is true, can Luckin get a share of the Southeast Asian market? We will wait and see.
Image source: Internet
The above content is compiled by CoffeeHunters, a coffee news website.
