US-based specialty chain Reborn Coffee has opened its first flagship store in Shenzhen, marking a significant step in its China expansion strategy with a high-profile location inside Tencent’s headquarters campus.
The store, which began operations in mid-March, is situated within Tencent’s Qianhai campus, a major technology and innovation hub that houses thousands of employees. The location places the brand at the centre of a high-density, affluent and digitally engaged consumer base, aligning with its premium positioning.
“This grand opening in Shenzhen represents a meaningful step in our long-term vision to build Reborn Coffee into a global brand,” said Co-CEO Jay Kim, highlighting the importance of the China market in the company’s international growth roadmap. The flagship is designed to function not only as a retail outlet but also as a brand showcase and operational base for future expansion.
Reborn Coffee is using the Shenzhen site to localise its offerings, strengthen brand visibility and refine systems ahead of a broader rollout across mainland China. The company is working with a local master licensee to drive expansion, reflecting a franchise-led approach aimed at accelerating market entry while maintaining consistency.
The move comes as Reborn Coffee continues to build its international footprint through licensing partnerships across Asia, the Middle East and Europe. With Shenzhen as its entry point into mainland China, the company is targeting further growth across key urban centres, leveraging flagship locations in strategic, high-traffic environments to anchor its expansion.
