Cambodia Investment Revie
Cambodia’s well-known local brand, TUBE Coffee, recently marked its 8th anniversary with a high-profile celebration that gathered over 1,000 attendees, including loyal customers, business partners, and employees. The event highlighted the brand’s evolution over the past eight years and its forward-looking strategy to expand into international markets by 2026 according to previous media reports.
Expansion Strategy Targets Regional Growth
As part of its future growth plans, TUBE Coffee is preparing to introduce its brand to regional and global consumers. The company aims to promote Cambodian coffee and cuisine on the international stage, leveraging its strong domestic foundation and growing customer base. Preparations are underway to explore potential markets and business models that would support the brand’s cross-border expansion, including franchising and strategic partnerships.
Read More: TUBE Coffee Opens 41st Store at Khmer-Soviet Friendship Hospital in Phnom Penh
TUBE Coffee’s entry into international markets is positioned as a significant milestone for Cambodia’s F&B sector, demonstrating the potential of local brands to compete regionally. The company intends to maintain its core values of fast service, affordability, and quality while adapting offerings to suit diverse consumer preferences abroad.
From Local Roots to National Recognition
Launched in 2017, TUBE Coffee began as a small café and has grown into a national chain with six locations across Phnom Penh. The company employs more than 500 people, with a strong emphasis on youth empowerment through vocational training and management development programs. Over the years, the brand has become known for its commitment to service efficiency, consistency in quality, and support for local sourcing.
This workforce development approach has contributed to the brand’s positive public image and strong internal culture, enabling sustainable growth and operational scalability.
Expanded Offerings for Broader Appeal
TUBE Coffee has also diversified its product offerings beyond beverages to include a full menu of Khmer dishes designed for breakfast, lunch, and dinner. Signature items include grilled pork rice, fried chicken rice, beef lok lak, and Phnom Penh noodles. In addition, the brand has introduced creative fusion dishes like Spaghetti Chha Dav, which combines European-style pasta with Cambodian flavors.
Meals are prepared using heat-retaining aluminum packaging that ensures hygiene and reduces plastic use, aligning with growing consumer demand for convenience and sustainability.
This diversified menu and modern presentation are expected to play a key role in appealing to regional markets and urban consumers seeking fast, high-quality food with a cultural touch.
Strengthening the Cambodian Brand Overseas
TUBE Coffee’s upcoming international rollout reflects a growing trend among Cambodian businesses looking to establish a presence beyond the domestic market. By building on its proven model and focusing on operational excellence, the brand is positioning itself to be one of Cambodia’s leading food and beverage exports.
With preparations underway and a strategy anchored in quality, affordability, and cultural authenticity, TUBE Coffee’s move into global markets signals a new chapter for the company and a step forward for the Kingdom’s entrepreneurial ecosystem.
