KUALA LUMPUR: Keretapi Tanah Melayu Bhd (KTMB) is targeting at least 20% passenger participation in its collaboration with Oriental Kopi as it looks to expand its food and beverage offerings across its rail services. KTMB group CEO Datuk Azlan Shah Al Bakri said the first phase of the collaboration would focus on introducing Oriental Kopi’s signature beverages onboard its Electric Train Service (ETS), with plans to expand the offerings to food in the second phase. He said KTMB was also looking to extend the collaboration to other rail services, including the East Shuttle and EMU Plus services. “We see ETS as the starting point, its daily ridership is between 16,000 and 20,000 passengers, and we want to tap into at least 20% of that market through this collaboration,” he said at the launch of the “Kopi Malaysia, Kini Dalam Tren” initiative here yesterday. Azlan said the collaboration reflected KTMB’s efforts to enhance its commercial offerings while creating more value for passengers. “At KTMB, we believe that a great railway journey is not only about getting passengers to their destinations, but also about the experience we create along the way,” he added. He disclosed that KTMB was also developing its commercial operations through its subsidiary, Tenang Capital Bhd, which recently opened its first outlet at Kempas Station in Johor. The outlet offers beverages similar to those available onboard trains, with plans to expand its offerings to include more food products. The collaboration between KTMB, Oriental Kopi, Tourism Malaysia and Stesen was introduced in conjunction with the Visit Malaysia 2026-2027 campaign, bringing Malaysian coffee products into the ETS passenger experience. Oriental Kopi, a homegrown halal-certified kopitiam brand, currently operates 43 outlets and offers more than 40 merchandise stock-keeping units, with products distributed across Malaysia and international markets. Meanwhile, Tourism Malaysia recorded 32.3 million international visitor arrivals between January and September 2026, while domestic visitor numbers reached 151.6 million in the first half of the year.