Malaysia-based beverage and dessert franchise Ai-CHA Food SG PTE. LTD has unveiled a market-specific strategy for Uganda, combining localized flavors, student-focused locations and franchising opportunities following the grand opening of its first outlet in Kampala.
The launch signals the brand’s formal entry into Uganda, adding to its footprint in more than 31 countries globally and expanding its presence in East Africa after its Kenya debut in October 2025.
Speaking during the opening, the company’s Marketing Manager said Uganda’s youthful population and urban lifestyle trends informed their rollout approach.
She explained that product selection for the Ugandan market will be shaped heavily by customer feedback rather than rolling out the brand’s full global menu at once.
“We have over 100 flavors globally but we started Uganda with about 12. We first study what the market loves, then we expand based on demand,” she said.
Early feedback has already influenced upcoming additions.
“We realized many people were asking for mango flavors, so next month we are introducing mango ice cream.”
The first outlet was opened at Ham Towers, a location selected to tap into high foot traffic from nearby institutions including Makerere University and the Law Development Centre.
According to the Marketing Manager, the brand is targeting a broad but youth-leaning customer base.
“Our focus is students, young people, women and children — but generally anyone who enjoys trendy drinks and desserts.”
Affordability was also highlighted as central to the company’s Uganda positioning, with products priced between UGX 3,000 and UGX 8,000 to remain accessible to mass consumers.
Beyond product sales, the outlet is being marketed as a social hangout space, offering seating, free Wi-Fi and loyalty rewards to build repeat customers.
The company is also using Uganda’s entry phase to recruit franchise investors.
Operating under a franchise model, the first Kampala branch is locally owned, with the parent brand providing systems, branding and operational support.
“Our target is to reach at least 50 outlets in Kampala, and we are also looking at expanding into other cities like Mbarara, Gulu and Mbale,” she said.
So far, the first outlet has created five jobs, but the number is expected to grow as new branches open.
With its blend of localized menus, youth targeting and franchise investment, Ai-CHA is betting on Uganda as a key growth market in its African expansion journey.
