L’Officiel Coffee Charts Global Expansion with 15–20 New Locations by 2028

Source: AMTD IDEA Group; AMTD Digital; The Generation Essentials Group

Reported By: Matthew Kennedy 

In a bold step that reimagines luxury media’s relationship with hospitality, The Generation Essentials Group (TGE), a subsidiary of AMTD Group Inc. under AMTD Digital, has confirmed plans to launch 15 to 20 L’Officiel Coffee shops globally over the next three years. This strategic expansion builds on the success of the brand’s inaugural café, which opened in Tokyo earlier this year to enthusiastic acclaim. 

The announcement signals more than a simple retail growth strategy—it marks a thoughtful evolution of L’Officiel’s storied heritage into a lifestyle destination for a new generation. The coffeehouses will serve as immersive, fashion-forward spaces designed to deepen cultural engagement, maximize IP value, and bring together communities at the intersection of style, taste, and storytelling. 

L’Officiel’s first café, opened in April 2025 in Tokyo, proved an immediate hit. Designed as an experiential hub rather than just a coffee stop, the venue quickly became a magnet for fashion influencers, global travelers, and locals in search of a sophisticated social setting. 

On the menu: specialty brews, artfully presented L’Officiel Mousse Cakes, and sweets that reflect the brand’s Parisian roots. In the design: an editorially minded aesthetic—think coffee-table book minimalism with a touch of runway flair. The Tokyo location quickly evolved into a microcosm of L’Officiel’s DNA: aspirational, accessible, and artfully aware. 

With the Tokyo blueprint in place, TGE now aims to bring this concept to high-profile cities around the world. Though specific destinations are still under wraps, the expansion will focus on fashion capitals and culturally influential urban centers across Asia, Europe, and the Americas. 

Unlike traditional franchise-style cafés, each L’Officiel Coffee will serve as a multi-use luxury venue, hosting fashion-forward exhibitions, IP-focused programming, and brand partnership events. These aren’t simply cafés—they are “global spaces,” designed to activate L’Officiel’s voice in local markets while remaining rooted in its international prestige. 

By merging its editorial heritage with experiential design, L’Officiel Coffee reinforces TGE’s vision to expand its media and cultural ecosystem in more tactile and consumer-facing ways. It’s a concept that sits comfortably within the broader portfolio of The Generation Essentials Group, which includes L’Officiel, The Art Newspaper, and a slate of film and entertainment ventures. 

Through these cafés, TGE is crafting a new kind of audience touchpoint—an opportunity to live the brand, not just read it. 

Unlike traditional luxury hospitality models, L’Officiel Coffee embraces a relaxed-yet-refined aesthetic. The offerings are intentionally crafted to balance exclusivity with approachability, positioning each café as a welcoming extension of the brand’s editorial universe. Think haute couture meets barista precision. 

Each location will be curated to reflect its host city’s cultural identity while staying aligned with the signature tone of L’Officiel: artistic, global, and inherently stylish. 

With a three-year timeline and a target of 15 to 20 openings, L’Officiel Coffee is poised to become a recognizable cultural staple in the world’s most influential neighborhoods. The announcement follows TGE’s wider strategy to unlock and extend value across AMTD L’Officiel’s intellectual property, blending media, lifestyle, and hospitality in ways that speak directly to today’s luxury consumer.