How a Korean Coffee Chain Tapped Chinese Agriculture

When an ambitious international coffee brand eyes growth in China’s crowded café scene, it needs more than just strong lattes—it needs the right local partner. That’s exactly what TOMNTOMS found in (Suning Modern Agriculture), a major Chinese agri-business entering the specialty coffee and light dining space.

In short: TOMNTOMS, a Seoul-founded coffee chain with over 400 stores, has inked a 10-year deal with Suning Modern Agriculture. As part of the pact, Suning secures exclusive rights to distribute the TOMNTOMS brand across eastern China and will help open up to 600 cafés in the region within a decade.

Who Is TOMNTOMS and Why Expand to China?

TOMNTOMS Ltd., established in 1998, is already a well-established international coffee brand. The company runs more than 400 cafés across South Korea and has expanded globally to countries including the United States, Australia, Singapore, and Thailand. Its footprint and experience made it a logical candidate for further expansion into one of the world’s fastest-growing coffee markets: China.

The Deal: What Suning Modern Agriculture Brings to the Table

Suning Modern Agriculture Co., Ltd., a major player in China’s agricultural value chain, recently signed a strategic agreement with TOMNTOMS Ltd. At the signing ceremony, the two companies formalized plans for a 10-year collaboration centered on the TOMNTOMS coffee brand within China. As part of this agreement, Suning secures the exclusive rights to represent and develop the TOMNTOMS brand across eastern China, specifically the economically vital Yangtze River Delta region.

The deal was announced with fanfare and includes the formation of a new joint venture: (TOMNTOMS Nanjing Catering Management Co., Ltd.). This entity will be tasked with executing the aggressive rollout strategy aimed at penetrating the Chinese café market.

Rollout Plans: 600 Cafés in a Decade

Under the new partnership, the joint venture has set an ambitious target: to establish over 600 TOMNTOMS coffee outlets across eastern China within 5 to 10 years. The initial focus will be on the Yangtze River Delta, a metropolitan hub that includes Shanghai, Nanjing, Hangzhou, and Suzhou—regions with high coffee consumption and a growing appetite for international café culture.

Suning’s chairman, Mr. Zhang Kangli, emphasized that this agreement represents a milestone. For Suning, it marks the company’s first major foray into the global quick-service restaurant and café sector, leveraging its expertise in the larger food and agricultural supply chain. Zhang described the move as “a globally minded initiative to integrate with strong international brands and pioneer in the light catering space.”

Frequently Asked Questions

What is TOMNTOMS and where is it based?

TOMNTOMS is a South Korean coffee chain founded in 1998, with more than 400 locations across South Korea. It also operates in countries such as the United States, Australia, Singapore, and Thailand, making it a well-established international coffee brand.

Which Chinese company is partnering with TOMNTOMS?

The partner is (Suning Modern Agriculture Co., Ltd.), a major Chinese firm focused on the agricultural value chain. They have signed a long-term agreement to develop the TOMNTOMS brand in China.

What region will TOMNTOMS expand into first?

The initial and primary focus is the Yangtze River Delta region in eastern China, which includes major cities like Shanghai, Nanjing, Hangzhou, and Suzhou. This area is known for its high coffee consumption and urban demand.

How many TOMNTOMS cafés are planned for eastern China?

The goal is to open over 600 TOMNTOMS cafés in the region within a 5 to 10 year timeframe, as executed by the newly formed joint venture, .

What is the duration of the TOMNTOMS–Suning partnership?

The official collaboration is set for a 10-year term, during which Suning holds the exclusive rights to the TOMNTOMS brand across eastern China.

Why is this partnership significant for the Chinese coffee market?

This deal signals a new phase of international coffee brands entering China through strategic local partnerships. It combines TOMNTOMS’ global café experience with Suning’s deep roots in the Chinese agricultural and food supply industries, aiming to build a major presence in the Yangtze Delta’s competitive café landscape.

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