Digital Marketing Benchmark Between Cafes in Asean: A Systematic Literature Review

The coffee industry in Asia is experiencing rapid growth, driven by evolving consumer preferences and the widespread adoption of digital technologies. This systematic literature review focuses on Indonesia (with a special emphasis on Brownfield Coffee), Singapore, the Philippines, and Vietnam in order to assess digital marketing methods among cafés in these Asian nations. The review looks at the SOPs and service protocols of coffee shops, evaluates the effect of digital marketing on the development of brands and the growth of the sector, and looks at creative business plans used by coffee shops in various nations. This study offers significant insights into the unique digital marketing landscape of Asian cafés by synthesizing previous literature. It also provides a thorough baseline for industry stakeholders and lays the groundwork for future research.