Belinda Wong oversees Starbucks' fastest-growing and most strategic market.
It operates 4,100 stores in 160 Chinese cities and is expected to expand this to 6,000 stores in 230 cities by the end of its 2022 financial year. Under Wong’s leadership, the company claims to be opening a new store in China every 16 hours.
Its pace of innovation and growth in China is faster than anywhere in the world, operating at what Wong calls “China speed.” In 2017 the company chose Shanghai to open the first international Starbucks Reserve Roastery. The store acts as an innovation incubator, pioneering concepts such as its first all-day dining and first full bar experience, Bar Mixato.
Wong is also the architect behind Starbucks' partnership with Alibaba Group to collaborate across key businesses within the Alibaba ecosystem, including Ele.me, Hema, Tmall, Taobao, and Alipay. The partnership paved the way for the launch of Starbucks Delivers in October 2018, and last year expanded to cover over 3,000 stores in 100 cities.
“In China we see firsthand the power of integrating physical and digital touchpoints to meet customers' need for convenience," Wong says. "Together with innovation, Starbucks is committed to using our scale for good in the communities we serve, leading with our Mission and Values to deepen connections with our partners, employees, and customers."