Starbucks to Double Asia-Pacific Staff to 40,000 by 2029

When you walk into a Starbucks in Shanghai or Mumbai, you're seeing more than just a café — you're witnessing the rapid expansion of a global brand betting big on Asia’s appetite for coffee. But is this optimism backed by actual numbers? And how fast is Asia really drinking up the Starbucks model?

Yes — Starbucks aims to double its Asia-Pacific workforce from 19,500 to 40,000 employees within five years, according to its Asia-Pacific president, Wang Jinlong. This move signals the company’s confidence in long-term growth across the region, even amid economic volatility.

Why Starbucks Is Betting Big on Asia

Asia-Pacific has become the fastest-growing contributor to Starbucks’ global profits. Despite ongoing macroeconomic uncertainty, the region continues to show resilient demand. Wang Jinlong emphasized that the area is now the primary engine behind the company’s performance increases. That growth isn’t coming from thin air — it’s driven by shifting consumer habits in historically tea-drinking nations.

Coffee Overtakes Tea in Key Asian Markets

In countries like China and India, tea has long dominated the beverage landscape. But as global coffee chains like Starbucks enter and localize their offerings, coffee is steadily gaining ground. Once a niche import, coffee is now moving toward the mainstream, especially among younger urban consumers looking for a Western-style cafe experience coupled with local flavors.

Asia’s Coffee Market: By the Numbers

According to market research firm Euromonitor International, Asia-Pacific’s coffee market was worth $9.3 billion in 2012. Just five years later, that figure had soared by 66% — an impressive indicator of growing consumer interest. Within this booming market, Starbucks holds a commanding position, claiming over a quarter of total sales revenue in the region, making it the clear market leader.

Where Starbucks Isn’t Counting China, India, or Japan

Interestingly, Starbucks’ official “Asia-Pacific” region excludes three of the most significant national markets: China, India, and Japan. This means the reported 19,500 current staff and projected 40,000 total do not include employees in those key countries. The exclusion might reflect separate strategic reporting lines, or differences in market maturity and operational structure — but it also underscores just how large those untallied workforces could be.

What This Means for Coffee Culture in Asia

This staffing surge is more than corporate growth — it’s a cultural bet. More employees mean more stores, longer hours, better service, and deeper market penetration. Starbucks is effectively betting that its cafe experience can become a daily habit for millions more Asians, much as it has in the U.S. and Europe. The question isn't whether Asia wants coffee — it's how much, and how quickly.

Frequently Asked Questions

How many employees does Starbucks currently have in Asia-Pacific?

As of the latest report, Starbucks employs 19,500 people in its Asia-Pacific region, which excludes China, India, and Japan.

How many employees does Starbucks plan to have in the Asia-Pacific region in five years?

Starbucks plans to double its current Asia-Pacific workforce to 40,000 employees within the next five years.

Which countries are excluded from Starbucks’ Asia-Pacific employee count?

China, India, and Japan are not included in Starbucks’ official Asia-Pacific region staffing figures.

Why is Starbucks expanding its workforce in Asia-Pacific?

Starbucks is expanding due to strong profit growth and increasing coffee consumption across the region, despite global economic uncertainties.

What is driving coffee consumption growth in Asia?

Rising urbanization, changing consumer preferences, and the influence of global coffee chains are driving higher coffee consumption in traditionally tea-drinking countries like China and India.

How much was the Asia-Pacific coffee market worth in 2012?

According to Euromonitor International, the Asia-Pacific coffee market was valued at $9.3 billion in 2012, marking a 66% increase over five years.

What share of the Asia-Pacific coffee market does Starbucks hold?

Starbucks accounts for over a quarter of total coffee sales revenue in the Asia-Pacific region, making it the market leader.

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