Starbucks aims for unprecedented growth with 10,000 new stores in Asia

Laos, a landlocked nation in Southeast Asia, is set to welcome its first Starbucks outlet in the capital city of Vientiane, as the coffee giant expands its network across Asia. This move is part of Starbucks' broader intent to open more than 10,000 stores throughout Asian countries. The Laotian store is anticipated to commence operations by the summer of 2021 and will be managed by Coffee Concepts (Laos) Ltd., a division of Maxim's Caterers from Hong Kong. By introducing its brand to Laos, Starbucks aims to positively influence local career opportunities and the coffee culture in the economically developing nation. Laos has a unique coffee culture, producing its own native coffee beans while also experiencing a growing interest in international coffee brands. Predominantly, Laotians consume sweetened powdered coffee drinks, a common preference in many Asian nations. Despite the current challenges linked to the COVID-19 pandemic, Starbucks is committed to maintaining a relevant approach for both tourists and locals. Prior to the pandemic, Laos was seeing a surge in tourism, with over four million visitors recorded in 2018. Heightened by the country's economic circumstances—where local incomes average around $300 monthly—Starbucks has pledged to adopt strategies that contribute to sustainable growth in the region. The company recognizes the potential of the Laotian market and sees its expansion as an opportunity to further enhance its 20-year relationship with the region, promoting a vibrant coffee culture. While the company is actively monitoring the coronavirus environment, they remain hopeful for a successful store opening. Health and safety measures will be a priority, and Starbucks intends to collaborate closely with local health authorities to protect the well-being of employees and customers. This strategic expansion signifies not only an incorporation of the Starbucks brand into Laotian society but also an opportunity to embed itself in the local coffee heritage, which aligns with the company's global mission towards sustainable business practices.