Sulbing Expands Overseas, Targeting Thailand After the U.S.

Plans to Expand to Around 30 U.S. Stores This Year

Sulbing's 'Central Northville Branch' store opened in Nonthaburi, Thailand. Provided by Sulbing.

Sulbing is accelerating its global expansion. The company is widening its market reach by entering Thailand following its foray into the United States.

On July 28, Sulbing announced that it has opened its first store in Thailand at a major shopping mall near Bangkok and increased the number of its locations in the U.S. to five. Last year, Sulbing established a local subsidiary in the United States to expand its franchising business and lay the groundwork for global operations.

Currently, Sulbing operates a total of five stores in the United States: two in California and one each in Colorado, Arizona, and Texas. In June, the company opened its fifth U.S. store, the 'Lakehouse Branch,' in Tempe, Arizona. Locally, the best-selling menu items are Mango Cheese Sulbing, Yogurt Strawberry Sulbing, and Matcha Choco Sulbing.

By the end of this year, Sulbing aims to sign about 30 new franchise contracts, initially securing key locations and gradually expanding its store network. The company also plans to widen its presence beyond the West Coast, targeting major cities such as Florida, Chicago, and Atlanta.

Sulbing is also ramping up its efforts to enter the Southeast Asian market. On July 4, the company opened its first Thai store at the 'Central Northville' shopping mall in Nonthaburi, near Bangkok. In Thailand, Fresh Strawberry Sulbing, Mango Cheese Sulbing, and Dubai Choco Sulbing are among the most popular menu items. Moving forward, Sulbing plans to expand its global business by partnering with competitive master franchise (MF) partners in new markets such as Japan.

This content was produced with the assistance of AI translation services.