Reborn Coffee Signs $1.3 Million Exclusive China Licensing Agreement with Reborn Health Goods (Shenzhen) Co., Ltd.

Rhea-AI Summary

Reborn Coffee (Nasdaq: REBN) has signed a $1.3 million exclusive master licensing agreement with Reborn Health Goods (Shenzhen) Co., Ltd. for the development and sublicensing of Reborn Coffee locations throughout mainland China.

The China-based corporation will serve as the exclusive master licensee, overseeing national operations and expansion efforts, including direct store developments and regional sublicensing partnerships. The agreement includes coordination with existing and future regional licensees in provinces like Guangdong and Liaoning, with expansion plans targeting Sichuan and other metropolitan areas.

This strategic move aligns with Reborn Coffee's goal to establish over 300 global locations within the next two years and strengthens its presence in the Asia-Pacific region.

Positive

• Secured $1.3 million exclusive master licensing agreement for China market expansion
• Strategic entry into one of the world's largest consumer markets
• Expansion plans aligned with goal of 300+ global locations in 2 years
• Leveraging local partner for operational excellence and market penetration

Negative

• Success depends heavily on performance of single master licensee in China
• Significant execution risk in highly competitive Chinese coffee market

Reborn Coffee Partners with Shenzhen-Based Operator to Lead Multi-Province Expansion in China

BREA, Calif., July 24, 2025 (GLOBE NEWSWIRE) -- Reborn Coffee Inc. (Nasdaq: REBN), a leader in the specialty coffee market, today announced the signing of a $1.3 million exclusive master licensing agreement with Reborn Health Goods (Shenzhen) Co., Ltd., a China-based corporation, granting it full rights to develop and sublicense Reborn Coffee locations throughout mainland China.

Under this agreement, Reborn Health Goods (Shenzhen) Co., Ltd. will serve as the exclusive master licensee for the Chinese market. As part of its role, the company will oversee national operations and expansion efforts, including executing direct store developments and coordinating regional sublicensing partnerships aligned with Reborn Coffee’s brand standards and growth objectives.

“This master agreement sets the foundation for unified growth and brand consistency across one of the most dynamic consumer markets in the world,” said Jay Kim, CEO of Reborn Coffee Inc. “Our partner brings the scale, strategy, and operational excellence to lead Reborn’s multi-format rollout across key provinces and cities in China.”

The agreement also ensures that Reborn Health Goods (Shenzhen) Co., Ltd. will coordinate with existing and future regional licensees, including Guangdong and Liaoning provinces, to unify brand execution across the territory. Expansion plans are already in progress in Sichuan and other metropolitan hubs, aligning with the company’s roadmap to establish over 300 global locations within the next two years.

This strategic move supports Reborn Coffee’s broader international vision and strengthens its presence in the Asia-Pacific region, where the demand for premium specialty coffee continues to rise.

About Reborn Coffee

Reborn Coffee, Inc. (NASDAQ: REBN) is a California-based specialty coffee retailer focused on delivering high-quality, handcrafted coffee experiences. With a growing global footprint and a dedication to innovation, Reborn is redefining the coffeehouse model through its premium products and technology-forward initiatives.

Forward-Looking Statements

All statements in this release that are not based on historical fact are “forward-looking statements.” While management has based any forward-looking statements included in this release on its current expectations, the information on which such expectations were based may change. Forward-looking statements involve inherent risks and uncertainties which could cause actual results to differ materially from those in the forward-looking statements, as a result of various factors including those risks and uncertainties described in the Risk Factors and Management’s Discussion and Analysis of Financial Condition and Results of Operations sections of our recent filings with the Securities and Exchange Commission (“SEC”) including our Form 10-K for the year ended December 31, 2024, which can be found on the SEC’s website at www.sec.gov. Such risks, uncertainties, and other factors include, but are not limited to, the Company’s ability to continue as a going concern as indicated in an explanatory paragraph in the Company’s independent registered public accounting firm’s audit report as a result of recurring net losses, among other things, the Company’s ability to successfully open the additional locations described herein as planned or at all, the Company’s ability to expand its business both within and outside of California (including as it relates to increasing sales and growing Average Unit Volumes at our existing stores), the degree of customer loyalty to our stores and products, the fluctuation of economic conditions, competition and inflation. We urge you to consider those risks and uncertainties in evaluating our forward-looking statements. We caution readers not to place undue reliance upon any such forward-looking statements, which speak only as of the date made. The Company undertakes no obligation to update these statements for revisions or changes after the date of this release, except as required by law.

Contacts

Investor Relations Contact:
Chris Tyson
Executive Vice President
MZ North America
REBN@mzgroup.us
949-491-8235

Company Contact:
Reborn Coffee, Inc.
ir@reborncoffee.com

FAQ

What is the value of Reborn Coffee's China licensing agreement?

Reborn Coffee signed a $1.3 million exclusive master licensing agreement with Reborn Health Goods (Shenzhen) Co., Ltd.

Who will manage Reborn Coffee's expansion in China?

Reborn Health Goods (Shenzhen) Co., Ltd. will serve as the exclusive master licensee, overseeing national operations and expansion efforts in mainland China.

Which Chinese provinces are included in REBN's expansion plans?

The expansion includes Guangdong and Liaoning provinces, with plans to expand into Sichuan and other metropolitan hubs.

What is Reborn Coffee's global location target?

Reborn Coffee aims to establish over 300 global locations within the next two years.

How will the China licensing agreement affect REBN's international presence?

The agreement strengthens Reborn Coffee's presence in the Asia-Pacific region and supports its international expansion in a key market where premium specialty coffee demand is rising.