Recently, Chinese coffee chain Lucky Cup (幸运咖) officially opened its first overseas store in Puchong, Selangor, Malaysia. The store quickly attracted a flood of customers, with social media videos showing long queues and busy staff. Some consumers joked that the “coffee machines were smoking from overwork.” Public data indicated that sales on opening day approached 2,000 cups.
To adapt to the local market, the Puchong outlet incorporated several localized features. Unlike the quick-service model common in China, the store offers a larger space with dining areas, creating a relaxed “third space” atmosphere. The menu includes around 30 items, featuring Chinese classics such as Coconut Latte, Matcha Lucky Ice, and Affogato, alongside localized drinks like Matcha Lemon, Matcha Strawberry Coconut, and Strawberry Iced Tea. Prices range from MYR 1.5 to 8 (approx. CNY 2.4–13), continuing the affordable pricing strategy pioneered by Mixue Bingcheng (蜜雪冰城) in Southeast Asia.
According to official information, Lucky Cup plans to open four additional outlets in Malaysia, currently under renovation, located near UTAR, Kota Damansara, and Jalan Tun Perak. All five Malaysian stores will operate under a franchise model.
Lucky Cup’s expansion is backed by Mixue Bingcheng’s supply chain and brand recognition. Mixue has established a localized warehousing system in Southeast Asia with seven self-operated warehouses totaling 69,000 square meters, serving 560 cities across four countries. Its dense retail network in Malaysia has also built consumer familiarity, providing Lucky Cup with a strong foundation.
However, competition in Malaysia’s coffee market is intense. Luckin Coffee (瑞幸) and Cotti Coffee (库迪) continue their low-price strategies, with Luckin offering first cups at MYR 2.99 (CNY 4.8) and most drinks at MYR 5–6 (CNY 8–9.7), while Cotti prices range from MYR 5.9–8.9 (CNY 9.6–14.5). Local brands such as ZUS Coffee, Kopi Saigon, and Kee Nguyen also compete with aggressive promotions, including buy-one-get-one deals and ultra-low pricing.
Whether Lucky Cup can secure a foothold in Malaysia amid such a price war remains to be seen.