Promoting Inclusivity and Community Empowerment

Starbucks Malaysia proudly announces the opening of its fourth Signing Store (Deaf store) at Permas City, Johor, marking another milestone in its journey towards promoting inclusivity and community empowerment. This new addition builds on the success of its Signing Store predecessors in Kuala Lumpur (first in the world), Penang, and Sarawak (first in Borneo). Officially opening its doors on 17th December 2024, the Starbucks Signing Store Permas City aims to redefine the café experience in Johor by fostering inclusivity, celebrating the talents of the Deaf and Hard of Hearing community, and a welcoming space for all.  To commemorate the festivities, Starbucks Malaysia hosted a store opening event attended by Society Deaf Johor (SDJO), Johor Deaf Sports Association and its athletes, as well as members of the media.

Starbucks has long been dedicated to making a meaningful impact in the communities it serves, guided by a vision that places humanity at the heart of its operations. Over the past 26 years in Malaysia, the brand has championed Diversity, Equity, and Inclusion (DEI), exemplified by its innovative Signing Store concept established in 2016. Today, Starbucks Malaysia continues to lead as the only coffee chain in the country with Signing Stores dedicated to uplifting and supporting the Deaf and Hard of Hearing.

Beginning with just one Deaf partner assisting at one of their stores, Starbucks Malaysia has grown significantly, employing over 20 Deaf partners (employees), nurturing over 11 coffee masters and four advanced coffee masters, and upskilling five Deaf partners into supervisory roles. Most recently, with the opening of the Permas City Signing Store, the company proudly promoted its long-time Deaf partner, Mohd Akmal, to the role of store supervisor.

“When I joined Starbucks as a barista when the world’s first Signing Store was established at Bangsar Village II in 2016, I never thought I’d one day be leading a team. Starbucks has supported me with training, guidance, and encouragement and helped me grow both professionally and personally. Becoming a supervisor and being part of the opening team at the fourth Signing Store in Malaysia located in Permas City is a dream come true, and I’m so thankful for the opportunities I’ve had to develop and show that the Deaf community can achieve great things,” said Mohd Akmal.

As part of its efforts to uplift this community, Starbucks actively collaborates with Deaf artists to commission unique art pieces that celebrate their talents and stories. For this store, the spotlight shines on Wong Jia Yaw, a Malaysian Deaf artist whose painting, The Colours of Joy celebrates Deaf culture and its journey, mirrored in the growth of coffee cherries from green to vibrant red. Each stage symbolises resilience, growth, and the uniqueness of Deaf culture. At the heart of the artwork are handshapes spelling “J.O.Y.” in sign language, reflecting connection, creativity, and the cultural pride of Bahasa Isyarat Malaysia (BIM), the native language of Malaysia’s Deaf community. Vibrant colors and handshapes come together to envision a Deaf-inclusive world, celebrating diversity and enriching society through the contributions of the community.

“As we open our fourth Signing Store and the very first in the southern region, we are proud to continue expanding our mission of creating inclusive spaces and opportunities,” said Dato’ Sydney Quays, Group CEO of Berjaya Food Berhad and Managing Director of Starbucks Malaysia. “We are honored to establish this store in such a vibrant location and are excited to expand our Signing Store footprint, ensuring that more people across Malaysia can experience the inclusivity and connection these stores represent. We invite everyone to visit and be part of this meaningful journey.”

This Signing Store represents a significant step forward in creating opportunities for the Deaf community in Johor. This initiative shines a spotlight on their unique talents and potential while building deeper connections within Johoreans. We are excited to see how this effort will enhance awareness and collaboration in support of the Deaf and Hard of Hearing community,” said Mohd Yazid Bain, President of Society Deaf Johor (SDJO).

As part of Starbucks Malaysia’s 26th Anniversary, ‘Persons With Disabilities/Orang Kurang Upaya’ (PWD/OKU) cardholders will enjoy a complimentary grande-sized handcrafted Starbucks beverage at all stores nationwide on 17 December 2024 and all customers will enjoy a 26% off on all items. To further uplift and empower the PWD/OKU community, a 15% discount will be given out to all PWD/OKU cardholders from 18th December 2024 onwards.

Celebrate the opening of Starbucks Signing Store Permas City with exclusive promotions from 17th to 21st December 2024. The first 40 visitors each day who sign ‘Starbucks’ in Malaysia sign language (Bahasa Insyarat Malaysia) will be treated to a free Tall Americano or Freshly Brewed Coffee. A ‘Buy One Free One’ deal on beverages will be available daily from 12PM to 3PM, with even more exciting activities to be unveiled soon. Additionally, starting 17th December 2024, customers who spend a minimum of RM50 in a single receipt will receive a FREE coaster, while stocks last. All promotions are exclusively available at the Starbucks Signing Store Permas City and subject to terms and conditions.

The opening promises to be an inclusive and interactive experience, offering a variety of engaging features. Fun games and activities will also be available, creating memorable moments for all customers. Adding a special touch to the celebration, Signing Store merchandise and limited-edition Permas City Signing Store Starbucks Cards will also be available, offering customers keepsakes to commemorate this meaningful occasion.

Starbucks will host a Malaysian Sign Language Workshop this Friday and Saturday (20th and 21st December 2024). Open to the public, this workshop is designed to promote understanding and appreciation of Deaf culture, providing a unique opportunity to connect with and learn about the community. For those interested in joining, click here to learn more and secure your spot!