Brown Coffee and GrabFood Partner to Launch Exclusive Matcha Series in Cambodia

The collaboration signals a deeper push into lifestyle-driven food delivery and customer experience innovation

Cambodia Investment Review

Brown Coffee, one of Cambodia’s leading homegrown café brands, has entered into a strategic partnership with GrabFood to exclusively launch a new matcha-focused beverage series on the delivery platform. The agreement was formalized during a private event on July 16, 2025, at Brown Coffee’s flagship store in Phnom Penh, attended by celebrities, content creators, and business representatives.

The move comes as both brands look to tap into Cambodia’s growing demand for health-conscious and trend-driven beverages, particularly among the Kingdom’s younger, urban consumers.

Exclusive Matcha Collaboration

The centerpiece of the partnership is the launch of BROWN’s new Matcha Series, featuring beverages made with two distinct Japanese-imported matcha powders—one known for its fresh, vegetal flavor and the other for a nuttier, grain-based profile.

Among the new drinks introduced were:

Crema Matcha Sesame, incorporating Japanese black sesame paste,
Matcha with Avocado, a tropical take using avocados sourced from Mondulkiri, and
Several dairy-free options using oat milk.

“Aside from quality, creativity matters to our customers,” said Sok An Pen, Business Manager at BROWN Coffee. “That’s why we continue to explore new textures, ingredients, and flavours—even local ones like Kampot durian and avocado from Mondulkiri—to deliver something fresh yet familiar.”

This menu expansion reinforces Brown’s identity as an innovator in Cambodia’s coffee scene, blending international influences with local ingredients.

Strengthening Food Delivery in Cambodia

For Grab Cambodia, the collaboration represents a milestone in its localized strategy for Southeast Asia. Sovannarot Kang, Country Head of Grab Cambodia, emphasized the importance of working with trusted Cambodian brands.

“Grab may be an international company, but we are deeply local at heart,” Kang said. “We are proud to partner with BROWN, a brand that symbolizes quality and innovation. This launch is a moment of pride for us and a responsibility we take seriously.”

GrabFood will provide exclusive access to the new drinks through its platform, supported by features like on-time delivery guarantee, where customers are rewarded if their order arrives late, and targeted loyalty campaigns such as the BROWN Challenge, which offers users increasing rewards for more completed orders.

The platform also continues to integrate services such as GrabRewards for customers who use other Grab services like GrabRides or GrabExpress, allowing for a more connected app ecosystem.

Customer Co-Creation and Community Appeal

In line with the theme of co-creation, BROWN and GrabFood hosted a live workshop during the launch event. Invited guests, including popular Khmer KOLs and digital creators, took part in matcha tastings, learning how variations in powder quality affect flavour, aroma, and appearance.

The brands emphasized the importance of customer feedback and trend adoption. Brown Coffee, with over 39 stores nationwide, has long championed product innovation rooted in cultural authenticity. This new series expands their reach to online audiences, reinforcing their status as one of Cambodia’s premier lifestyle café brands.

The launch underscores how digital delivery platforms like Grab are increasingly becoming important channels for food and beverage innovation in emerging markets like Cambodia.

Industry Implications

The collaboration also points to broader trends in Southeast Asia’s F&B and delivery sectors. A 2024 Google-Temasek-Bain report on Southeast Asia’s digital economy highlights how food delivery remains a key driver of app usage, especially in urban centers with rising disposable income and smartphone penetration.

Cambodia’s café culture has seen rapid growth, with domestic brands like BROWN gaining a loyal following among millennials and Gen Z consumers. Meanwhile, platforms like Grab are leveraging this consumer behavior to increase order volume, improve customer loyalty, and reinforce their role in shaping local food trends.