Hoshino Coffee
Overseas Franchise
Expansion Status
| Products and Services Offered | Hand-drip coffee, kiln-baked soufflé pancakes, and Japanese-style Western cuisine (yoshoku) such as omurice and pasta |
|---|---|
| Countries of Overseas Expansion | Singapore / Malaysia / Taiwan / Indonesia / Philippines (As of January 2026) |
| Number of Overseas Locations | 22 locations* (As of January 2026) |
| Franchise Contract Type | Joint Venture (JV) / Master Franchise Agreement |
Food Court Traffic.
Hotel Lounge Margins.
Founded in 2011, Hoshino Coffee is a specialty café brand featuring hand-drip coffee and soufflé pancakes as its core products. Leveraging the extensive multi-brand food service expertise of its parent company, Nippon Restaurant System (a subsidiary of Doutor • Nichires Holdings), the brand rapidly established a dominant position within the Japanese café market.
International expansion began with Singapore in 2012, subsequently reaching Malaysia, Indonesia, and Taiwan. As a full-service premium café offering "Japanese-style Western cuisine" and high-quality desserts, it has expanded its network primarily within high-end shopping malls across the Asian region.
In international markets where self-service cafés predominate, Hoshino Coffee employs a high-value strategy characterized by "sophisticated, stately interiors" and "full table service." This approach has enabled the brand to successfully tap into "destination-based" demand, such as business meetings and celebratory dining.
Key Features of
the Overseas Franchise
Craft Coffee. Chain Scale.
A key differentiator for Hoshino Coffee is its commitment to standardized hand-drip brewing across all locations, even as most global chains prioritize operational efficiency through automated machine extraction.
The brand has successfully built a system to consistently deliver high-quality brewing within a scalable multi-unit model in commercial facilities. The process of brewing each cup upon order serves as tangible evidence of premium quality, justifying a higher average check compared to competitors.
Coffee at 10.
Lunch at 12. Pancakes at 3.
Unlike typical cafés, Hoshino Coffee has established its authentic food menu as a core revenue stream during lunch and dinner hours. This creates a multi-layered profit structure that does not rely solely on beverage sales.
During the afternoon idle time (2:00 PM – 5:00 PM), the signature "Kiln-Baked Soufflé Pancakes" drive customer traffic. This operational model minimizes opportunity loss by maintaining high seat occupancy throughout the day, presenting a highly efficient business template.
Leather Sofas. Partitioned Seats.
Hotel-Level Comfort.
In contrast to the open, modern designs prevalent in the contemporary café market, Hoshino Coffee consistently employs a "stately, private, and classic" interior aesthetic.
Leather sofas and partitioned seating provide high-net-worth individuals and business professionals in Asia with a level of comfort and convenience comparable to hotel lounges. By meeting the demand for "tranquility and fulfillment" that noisy food courts or open-plan shops cannot satisfy, the brand has secured a unique and defensible market position.
Reviews from Store Visitors
“A very cosy, beautifully decorated cafe for food amd drinks. The staff are very courteous and attentive”
“Great ambience for dinner with friends and awesome service from the staff. Will visit the restaurant again.”
“Not located in a busy and crowded mall, but located right in City Hall, very convenient. Nice place to chill and relax while enjoying some cafe bites”
“Great ambience with brown leather seats for a coffee break. Hand drip coffee Hoshino brend with Souffle.”
“Had dinner here and there was already a crowd at 6pm. Ordered a few items from their menu and the food was good. Loved the pancakes especially.”
Hoshino Coffee
Company Information
| Brand Name | Hoshino Coffee |
|---|---|
| Company Name | Nippon Restaurant System Corp. |
| Head Office Location | 10-1 Sarugakucho, Shibuya-ku, Tokyo |
| Date of Establishment | April 2011 |
Built as a Habit.
Local reviews often highlight how spending time on the leather sofas feels like a "real luxury!" It seems the brand is incredibly popular, with queues often forming late into the night for their famous pancakes and attentive service. You can really feel that cozy, welcoming atmosphere through the feedback.
I feel that their dedication to hand-drip coffee—taking that extra effort—is what truly creates this special experience. The brand’s charm, making people feel "at home" and relaxed, will definitely be a major strength that keeps people wanting to visit again.