Kuala Lumpur:Saudi Arabian beverage brand Kinza is concentrating on understanding changing consumer needs and identifying the right partners as it expands into Southeast Asia, rather than competing with established beverage giants.
According to BERNAMA News Agency, Al Jameel International and Kinza's CEO, Bandar Okrin, highlighted the company's strengths in understanding consumer behavior, along with its capabilities in marketing, research and development, quality, and supply chain management. Okrin emphasized that Kinza is focused on what its products mean to consumers and their expectations.
Kinza, established in 2022, has experienced rapid growth, exporting to over 70 countries and becoming one of the fastest-growing beverage brands in West Asia. Its first participation in the Malaysia International Halal Showcase (MIHAS) underscores the importance of Malaysia and Indonesia as key markets for its Southeast Asian expansion.
Okrin stated the company's strategy involves working with local partners to produce locally, create jobs, and build the necessary infrastructure for long-term regional presence. Kinza seeks investment partners with capabilities in manufacturing, supply chain, and marketing to help build the market.
The company has already formed several franchise partnerships globally and is evaluating potential partners at MIHAS based on their capabilities and compatibility with the brand. Kinza's young brand allows it to quickly adapt to market changes, supported by a professional team specializing in R&D and consumer behavior.
Consumer feedback has been positive, with regional consumers receptive to Kinza's taste and interested in new products. To strengthen its brand, Kinza has invested heavily in marketing and sponsorships worldwide, including sports events, and is the largest sponsor of MIHAS 2026. This reflects its commitment to Malaysia and its ambition to become a significant player in the Southeast Asian soft drink market.