Singapore – Indonesian coffee startup Kopi Kenangan has finally made its debut into the Singaporean market on September 26. The debut branch, located at Raffles City, marks the coffee brand’s foray into the diverse Singaporean market, amidst a growing coffee market in the tiny nation. Since its inception in 2017, Kopi Kenangan has a total of 900 stores in 3 countries, including 67 cities across Indonesia, and more than 20 stores in Kuala Lumpur, Malaysia.
In an exclusive interview with MARKETECH APAC, Kopi Kenangan stated that its Singaporean debut not only marks their continued foray into the the Southeast Asian market but also in response to a thriving local coffee scene in Singapore.
“It has always been our vision to transcend the conventional perception of Indonesia’s exceptional coffee beans and introduce them to the world as a brand and not just a commodity. Our aspiration is to introduce the world to the unparalleled richness and flavor of Indonesian coffee, and our store opening in Singapore marks another milestone in achieving that vision,” they said.
For the company, the expansion matches well with their vision of of combining local tastes with a global palate, as well as setting it as a vital steppingstone for their expansion in the region and globally.
“In terms of Kenangan Coffee’s SEA expansion, Singapore has always been on our radar due to its unique position as an F&B hub. From a multicultural society to being an international hub, Singapore is an ideal gateway to the global arena and introducing our brand to this market would allow us to reach a wider audience,” they also told MARKETECH APAC.
It is also worth mentioning that prior to Kopi Kenangan’s Singapore expansion, the company first noted local consumer trends in order to tailor their local coffee offerings better for customers, as well as establishing its ‘Kenangan Coffee Training Academy’ in Singapore, offering comprehensive training to their baristas ahead of their inaugural store opening.
Moreover, they have also found that Singaporean consumers are increasingly looking out for more accessible options for coffee, especially given that more international brands are entering the market with a premium price range.
“The profound love that Singaporeans have for coffee, from kopitiams to contemporary cafés, was also what inspired Kenangan Coffee’s leap into this vibrant market. The city’s robust local coffee scene and its global F&B prominence make our expansion here a pivotal milestone, and we are thrilled to introduce our authentic Indonesian coffee flavors to Singapore,” the company explained.
While Kopi Kenangan firmly believes that there are abundant opportunities in Indonesia, their international expansion has become a necessity as they are confident that their products and business model will be warmly embraced in key markets across the ASEAN region.
“Our brand started in our belief to create accessible and affordable high-quality coffee, and that has been at the heart of all our stores, even as we expand into international markets. We differentiate ourselves from other competitors in this increasingly saturated coffee scene by adhering to strict raw material processing standards, and by deploying the highest-grade, best-in-class coffee equipment such as the Black Eagle Maverick Machine,” they said.
When asked what’s next for the coffee brand, they stated that their marketing strategy across Southeast Asia, including Singapore, would focus on highlighting their unique selling points and value propositions, to allow them to differentiate themselves from their competitors.
“A solid marketing strategy also involves market research and analysis, which helps in understanding customer needs, preferences, and behavior. We believe that this knowledge is crucial for us to meet evolving customer demands – besides conducting the consumer research prior to our entry into Singapore, we also have a propriety mobile application that offers a streamlined, omnichannel customer experience,” they concluded.
