Krispy Kreme Doughnuts continues its global growth journey with the announcement of its official entry into Mongolia. In a new franchise agreement signed by Berjaya Food, the master franchisee for Krispy Kreme in Malaysia, and Ulaanbaatar-based BlueMon Group, the beloved US doughnut and coffee brand will soon launch its first stores in the East Asian country.
This partnership marks the latest milestone in Berjaya Food’s international expansion strategy and reinforces Krispy Kreme’s commitment to bringing its fresh doughnuts and iconic experiences to emerging markets worldwide.
📍 From Kuala Lumpur to Ulaanbaatar: New Horizons for a Global Brand
Since introducing Krispy Kreme to Malaysia in 2009, Berjaya Food has grown the brand to 30 stores nationwide. Now, with BlueMon Group’s local expertise and established portfolio of popular restaurant concepts in Mongolia, the brand is well-positioned to tap into the country’s fast-evolving dining landscape.
In a joint press release, BlueMon Group highlighted the partnership as part of a broader goal to “elevate Mongolia’s consumer landscape with globally respected brands.” With an increasingly young and urban population, Mongolia is seeing a growing demand for modern, premium food and beverage experiences.
💬 “We are pleased to join forces with BlueMon Group to expand Krispy Kreme’s presence into Mongolia,” said Dato’ Sydney Quays, Group CEO of Berjaya Food. “Mongolia presents a promising market with a rising appetite for quality food experiences, and we believe Krispy Kreme’s iconic offerings and strong brand equity will resonate deeply with consumers there.”
🍩 Strategic Growth Beyond Malaysia
The Mongolia agreement aligns with Berjaya Food’s broader effort to expand its portfolio of premium international brands outside of its home base. Alongside Krispy Kreme, Berjaya Food operates more than 400 licensed Starbucks locations in Malaysia and recently secured rights to expand the coffee chain into Denmark, Finland, and Iceland — with Reykjavik’s first two stores slated to open in May 2025.
The franchise group is also developing Paris Baguette outlets in Brunei, Thailand, and the UAE, demonstrating a focused strategy on diversifying operations in new international markets.
🌍 Mongolia: A Market Ready for Growth
Although Mongolia currently hosts one of the smallest branded coffee shop markets in East Asia—with fewer than 200 outlets—it has proven receptive to international brands. Notably, South Korean chains such as Caffebene, Tom N Toms Coffee, and TOUS les JOURS, as well as European operators like Segafredo Zanetti and Coffee Fellows, have found success.
Mega Coffee, a fast-growing South Korean brand, recently launched in Mongolia and now operates four outlets across Ulaanbaatar, demonstrating the market’s potential and appetite for globally recognized names.
🛫 What’s Next?
Krispy Kreme’s entry into Mongolia through Berjaya Food and BlueMon Group not only marks a new chapter for the brand but underscores the strength of its capital-light, master franchise model—bringing fresh doughnuts to new fans around the world through smart, scalable partnerships.
Stay tuned to KrispyKremeDoughnutFranchise.com for updates on store openings, franchise opportunities, and insights into the sweet expansion journey of this iconic brand.