Kuching, 31st October 2025,
Malaysian coffee brand Kopi Saigon, under Seruni Global Sdn Bhd, has officially launched its 230th outlet at UTC Kuching, marking its first branch in Sarawak and a major milestone in the brand’s rapid nationwide expansion.
Founded by Asyraf Kamal in 2021, Kopi Saigon originated in Dato Harun, Petaling Jaya, starting as a humble street coffee stall.
Within just four years, the brand has grown into the largest Vietnamese coffee chain in Malaysia, capturing the attention of coffee enthusiasts across the country.
“Our brand uses coffee beans sourced from Ho Chi Minh, Vietnam, which was formerly known as Saigon.
“That’s why we chose the name ‘Kopi Saigon’ to reflect our roots and tell everyone that our coffee beans truly come from Vietnam,” said Asyraf during the opening on Thursday.
Under its parent company, Seruni Global Sdn Bhd, Kopi Saigon forms part of the company’s ambitious five-year business plan, Seruni Horizon 30, which aims to expand its network to 1,000 outlets by 2030, 600 in Malaysia and 400 abroad.
The group is also targeting an Initial Public Offering (IPO) by 2027, aiming to strengthen its market presence, access new growth capital, and enhance staff welfare through improved benefits and incentives.
Asyraf shared that Seruni Global began its journey in June 2021 with a vision to “reshape Malaysia’s coffee culture” by introducing an authentic Vietnamese coffee experience infused with local flavours.
“From our humble beginnings, we now have over 1,000 people employed within the Kopi Saigon ecosystem, including 50 staff members here in Sarawak,” he said.
He added that the brand’s first Sarawak outlet at UTC Kuching was strategically chosen due to its location in the heart of the city, surrounded by major attractions such as the famous Top Spot Seafood Centre.
“We’re thrilled to be part of this landmark area – it’s a great opportunity to introduce our coffee to the Sarawakian community,” he said.
Asyraf acknowledged that competition in the coffee industry is intense, especially with the influx of international beverage brands.
However, Kopi Saigon continues to stand out through innovation, product diversity, and a strong local identity.
“Our strategy is not just about taste, we keep reinventing our menu every two to three months. As a local brand, we understand our community’s taste better than anyone else.”
While the brand’s coffee beans come from Vietnam, Kopi Saigon blends them with Malaysian elements to suit local preferences.
He added that one of its unique creations, Kopi Kelapa, combines Vietnamese beans with Malaysian coconut milk, creating a creamy, rich flavour that has become a customer favourite.
Seruni Global continues to strengthen its operational foundation through ISO and Halal certifications, expansion of warehouse and production capacity, and ongoing research and development (R&D) to ensure quality and sustainability as the brand prepares for regional growth.
Source: Sarawak Tribune
Full Article: https://www.sarawaktribune.com/kopi-saigon-launches-first-sarawak-outlet-at-utc-kuching/
