Exhibiting at Thaifex - Anuga Asia 2025

Sai Kee Kopi Serbok Sdn Bhd, widely known under its flagship brand Kopi 434, is one of Malaysia’s most iconic traditional coffee roasters and retailers. Founded in Muar, Johor, by Mr. Kiar Han Sai, the company has become synonymous with high-quality Liberica coffee, also known as Elephant Bean, a rare and distinctive bean variety. With roots tracing back to 1953, Sai Kee Kopi has evolved from a humble local roaster into a nationally recognized name in Malaysia’s coffee culture.

Core Business and Product Offerings

Sai Kee Kopi Serbok operates across coffee roasting, retail, and cafe services. Its key product lines include:

• Traditional Coffee Blends

  • Kopi O: Dark roast coffee sweetened with sugar
  • Kopi O Kosong: Sugar-free traditional black coffee
  • Kopi Putih: Light roast coffee with added creamers

• Liberica Coffee Products

  • Whole Beans: Elephant Bean single origin Liberica coffee
  • Drip Packs & Ground Coffee: For home and cafe brewing
  • Known for strong body, earthy aroma, and low acidity

• Soluble Coffee

  • Instant mixes targeted for convenience retail and home use

• Tea and Other Beverages

  • Includes Malaysian-style milk tea and herbal infusions

Signature Brand and Specialty

The company is one of the few commercial roasters globally specializing in Liberica coffee, which constitutes less than 2% of the world’s coffee production. Sai Kee has championed the branding of this variety under Elephant Bean, celebrating its robust flavor and larger-than-average bean size.

Cafe and Retail Operations

• Kopi 434 Cafés: Operate multiple outlets in Johor and Klang Valley
• Retail Distribution: Available in supermarkets, traditional retailers, and online
• E-commerce Presence: Offers nationwide shipping via its official website and platforms like Shopee and Lazada

Cafés serve as experience centers for introducing Liberica coffee to domestic and international visitors.

Production and Sourcing

• Roastery Location: Muar, Johor
• Annual Output: Estimated at over 200 metric tons of roasted coffee
• Raw Bean Sourcing: Directly from Johor-based Liberica farms, particularly in areas like Parit Sulong and Batu Pahat
• Roasting Process: Proprietary blend of traditional Malaysian roasting with palm oil margarine, enhancing richness and aroma

Market Reach

While primarily focused on the Malaysian market, Kopi 434 has gained traction among:

• Singaporean and Indonesian visitors and retailers
• Malaysian diaspora and specialty coffee importers in Japan and the Middle East
• Tourists seeking authentic Malaysian coffee souvenirs

The company is increasingly exploring export opportunities under the Elephant Bean branding.

Certifications and Compliance

• HALAL certified by JAKIM (Malaysia)
• Registered with Malaysia’s Ministry of Health for food product compliance
• Member of the Malaysia Specialty Coffee Association (MSCA)

These accreditations enhance trust in domestic retail and support international trade.

Recognition and Milestones

• Recognized by the Malaysian government as a National Heritage Coffee Brand
• Kopi 434 Café HQ in Muar featured in food tourism itineraries
• Frequently highlighted by Malaysian culinary media and food bloggers

Kopi 434 is often cited as a cultural ambassador for traditional Malaysian coffee in both local and international media.

Innovation and Expansion

• Development of premium Liberica single origin series
• Introduction of modern drip bag coffee targeting millennials and urban consumers
• Plans for expanding experiential cafe concepts across more Malaysian cities

Sai Kee Kopi Serbok Sdn Bhd continues to preserve the rich heritage of Malaysian-style coffee while innovating with one of the rarest and most flavorful coffee beans in the world—Liberica—positioning itself as both a nostalgic and forward-looking coffee institution.