Cambodia Investment Review
Starbucks has marked a decade in Cambodia, celebrating 10 years of market expansion, coffee craft and community-focused programs that have helped the US chain establish itself as one of the country’s most influential consumer brands. Since opening its first coffeehouse in Phnom Penh in 2015 through licensed partner Coffee Concepts (Cambodia) Limited — part of Hong Kong Maxim’s Group — Starbucks has expanded to 57 stores across eight cities and now employs more than 500 partners (employees).
This year’s anniversary was underscored by the first visit to Cambodia by Brian Niccol, Starbucks chairman and chief executive officer. His attendance — alongside Michael Wu, chairman and managing director of Maxim’s Caterers Limited — was interpreted as a strong vote of confidence in the Cambodian market. Both leaders took part in engagements with local partners to celebrate the milestone and recognise their contribution to Starbucks’ growth over the past decade.
Expansion strategy driven by localisation and diverse store formats
Starbucks continues to scale its presence in Cambodia with a market-specific approach that blends global brand identity with local culture and consumer preferences. A key example is the Starbucks Reserve Diamond store on Koh Pich, opened in February as the company’s 50th location. Inspired by traditional Khmer architectural elements and offering small-batch Starbucks Reserve coffees, the store underscores a premium positioning and growing focus on design-led, experience-centric retail.
Other format innovations have also shaped the brand’s development:
• First drive-thru store launched in 2022 to serve suburban and on-the-go demand
• Three Reserve stores now operating nationwide as part of a premium tier retail strategy
• Kampot “Fish Market” store named 2025 Asia Pacific Greener Store of the Year for sustainability-focused design and operations
Niccol noted that Starbucks’ growth in the Kingdom has been built on a strong partnership with Coffee Concepts (Cambodia) Limited and an ongoing effort to honour Cambodia’s coffee culture while delivering Starbucks’ global coffee standards.
Building a talent pipeline through structured training and career mobility
Workforce development is positioned as a critical driver of Starbucks’ performance in Cambodia. The company reports that half of all partners in the country hold Coffee Master certification — symbolised by the black apron — following advanced training in coffee knowledge and customer experience.
Starbucks describes its stores as learning environments designed to support professional growth. More than 200 retail leaders have progressed through a structured career development roadmap, incorporating barista training, mentorship and leadership programmes. The focus on training and upward mobility has contributed to high levels of job satisfaction among staff.
According to Por Lim, general manager of Coffee Concepts (Cambodia) Limited, nine in ten partners state that Starbucks is a great place to work — a benchmark the company attributes to best-in-class benefits, inclusive workplace culture and strong internal promotion pathways.
Community partnerships expand Starbucks’ social impact footprint
Alongside commercial growth, Starbucks has invested in long-term community partnerships across Cambodia. Its work with The Asia Foundation since 2018 has supported literacy and learning, while collaboration with Pour un Sourire d’Enfant has backed vocational training and skills development for disadvantaged youth. Together with Plan International Cambodia, Starbucks has also supported 230 young women in acquiring entrepreneurship skills to launch small businesses.
In addition, Starbucks Cambodia and The Starbucks Foundation work with Planet Water Foundation to expand access to clean water. Since 2017, Starbucks partners have volunteered to build 10 AquaTowers — community water filtration systems — supplying safe drinking water and hygiene education to more than 18,000 rural students and villagers.
Looking forward, the company says its strategy for the next decade in Cambodia will prioritise:
• Continued store expansion driven by localisation and sustainability
• Further development of partner learning and leadership pathways
• Stronger integration of digital engagement through Starbucks Rewards
• Long-term community partnerships with a focus on youth, education and clean water
While Starbucks did not announce investment figures or future store targets, the presence of global CEO Brian Niccol for the 10-year celebration signals that Cambodia remains a strategically important market with material long-term growth potential as the domestic coffee industry continues to mature.
