Chinese coffee chain Cotti Coffee is preparing to enter the Belgian market with an ambitious rollout of six stores scheduled to open within the next two months, marking the brand’s latest step in its rapid global expansion.
The budget-friendly coffee brand, often referred to as the “Chinese Starbucks,” plans to open two outlets in Brussels, including one in the European Union district at the foot of the Berlaymont Building and another near the historic Grand Place.
Additional branches are set to open in Antwerp, where two stores are planned, along with single locations in Ghent and Namur. According to Belgian business newspaper L’Echo, the openings represent only the beginning of the company’s ambitions in the country.
“This is just the first step,” a representative from Cotti Coffee told the publication. “The chain has big ambitions and plans to expand its network throughout Belgium.”
Rapid Rise in the Global Coffee Industry
Founded in 2022, Cotti Coffee has quickly become one of the fastest-growing coffee chains in the world. The company launched its first outlet in August 2022 and has since experienced explosive growth, rapidly building a vast network of stores across China and international markets.
Today, the brand ranks among the three largest coffee chains globally, with locations already operating in several European countries, including the United Kingdom, Italy, France and the Netherlands.
The company’s expansion into Belgium signals a growing push into Europe, where coffee culture remains deeply entrenched and competition among international chains is intense.
A Low-Price Strategy
One of the defining features behind Cotti Coffee’s rapid success is its aggressive pricing strategy. The chain has positioned itself as a budget-friendly alternative to major international coffee brands such as Starbucks, offering drinks at significantly lower prices.
According to Belgian media outlet Bruzz, hot beverages in the upcoming Brussels locations are expected to cost between €0.99 and €4. This pricing approach undercuts many competitors and is designed to attract students, office workers and commuters looking for affordable coffee options.
Cotti Coffee also relies heavily on digital promotions, encouraging customers to order through its mobile application where discounts and special offers are regularly available.
Industry analysts say the combination of low prices and digital marketing has helped the brand build a strong following, particularly among younger consumers.
Founders With Industry Experience
Cotti Coffee was founded by two former executives from Luckin Coffee, China’s largest coffee chain and a company that revolutionized the country’s coffee market with technology-driven sales and aggressive pricing.
The founders leveraged their experience to build a similar model at Cotti Coffee, focusing on rapid store expansion, efficient supply chains and strong digital integration. Their approach appears to be paying off, as the brand has rapidly climbed the ranks of global coffee retailers within just a few years.
China’s Growing Coffee Influence
The rise of Cotti Coffee also reflects broader shifts in the global coffee industry. In recent years, China has witnessed a dramatic surge in coffee consumption and café culture, particularly among younger urban consumers.
As a result, China has now overtaken the United States as the country with the highest number of branded coffee shops worldwide. This transformation has fueled the emergence of large domestic coffee chains that are increasingly expanding beyond China’s borders.
Entering Belgium’s Competitive Market
Belgium is known for its strong café culture and established coffee traditions, making it both an attractive and challenging market for new entrants. The planned locations in Brussels, Antwerp, Ghent and Namur place Cotti Coffee in cities with significant student populations, busy commercial districts and thriving tourism sectors.
Analysts say the brand’s low prices could appeal to cost-conscious consumers, particularly during a period when many European households are facing rising living costs. At the same time, established coffee chains and independent cafés remain deeply rooted in Belgian cities, meaning the newcomer will face stiff competition.
Expansion Plans Ahead
For Cotti Coffee, however, Belgium represents only one part of a much larger international expansion strategy. Company representatives say the initial six stores will serve as a foundation for future growth, with additional outlets likely if the brand successfully captures local demand.
If its rapid rise elsewhere is any indication, Cotti Coffee could soon become a familiar name on Belgium’s café streets, adding a new player to the country’s vibrant coffee scene.
