KUMO KUMO Cheese Expands to Malaysia: First Store at Sunway Pyramid | ENGLISH
If you've been to malls in China, there are several cake stores that might catch your eyes, and KUMO KUMO is definitely one of them. Founded in 2020 by Jiang Haowen, the cheesecake chain will mark its Malaysian debut with Sunway Pyramid outlet by the end of 2025.
In 2024, KUMO KUMO Cheese (also known as KUMOLAB) launched its overseas venture with Central World Bangkok (Thailand) as its first destination.
The company sees Southeast Asia as a mature market with less competition than other regions, making it appealing place to test the water.[1]
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| KUMO KUMO storefront - Source: KUMO KUMO官方号/Douyin |
KUMO KUMO Cheese utilizes striking visual identity to attract customers. This strategy is materialized through the use of orange color on product packaging and store design.
FYI, the name Kumo derives from the same word (雲) in Japanese, which means cloud.
The brand keeps its main menu simple with 10-30 SKUs to help quality control process. However, there are several time limited menu and localized offerings to maintain relevancy and relate better with local customers.
KUMO KUMO in Thailand offers cheesecakes in several flavors and toppings, including: Dubai Pistachio Cheesecake, Basque Cheesecake, Chocolate Cheesecake, Durian Cheesecake, Pudding Cheesecake.
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| Chocolate cheesecake - Source: KUMO KUMO官方号/Douyin |
Back in its home country, KUMO KUMO showcases a wide variety of desserts (ice cream, pudding, brulee), beverages, as well as snacks.
- Sunway Pyramid Mall (soon)
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