February 2025 – Starbucks has undergone a major leadership transition in its Asia-Pacific (APAC) division, with Samuel Fung, the Vice President of Product and Marketing for APAC, stepping down from his role. Fung, a key driver behind Starbucks’ product strategy and digital expansion in the region, played an instrumental role in shaping the brand’s customer engagement across APAC markets.
During his tenure, Fung led innovative marketing campaigns and fostered digital partnerships with major platforms like Line, Grab, and Ant Financial, helping Starbucks strengthen its digital footprint. His departure comes as the coffee giant restructures its leadership model to align with a new global growth strategy.
In response to these changes, Starbucks has appointed Brady Brewer, formerly the company’s Chief Marketing Officer, as the new CEO of Starbucks International. Brewer now oversees Starbucks’ operations across APAC, Japan, Latin America, the Middle East, Africa, and its licensed partnerships. This shift is part of a broader restructuring plan announced by Starbucks CEO Laxman Narasimhan in March 2024, designed to streamline regional operations and enhance global leadership effectiveness.
Emmy Kan, who continues as the Senior Vice President and President of Starbucks APAC, will lead the region through this transitional phase. Starbucks is focusing on strengthening its presence in key markets like China, where local competitors are rapidly gaining ground.
As Starbucks navigates this new leadership landscape, the company remains committed to driving growth, enhancing customer experiences, and expanding its footprint across the APAC region. The departure of Samuel Fung marks the end of an era, but it also signals a new chapter for the global coffee giant.
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