Chairwoman and Chief Executive Officer, Starbucks China Executive Vice President, Starbucks
Belinda Wong oversees Starbucks business in the Chinese mainland, focuses on executing its purpose driven China growth agenda. Beyond reimagining the third-place (store) experience and pioneering transformational digital innovations, she is responsible for leveraging Starbucks scale for good to enable thriving communities, as well as sharing Starbucks passion for coffee by helping to cultivate coffee culture and building a leading specialty coffee industry in China. Belinda is a member of Starbucks global executive leadership team, contributing more than 30 years of rich field knowledge and leadership in China and the Asia Pacific region to the company’s global decision making.
Since 2011, Belinda and her leadership team have led Starbucks China to achieve unprecedented growth and transformation, earning the reputation as one of the most successful multinational brands in the market. From fewer than 500 stores, China grew to become one of two lead markets for Starbucks and a vital engine fueling its global business growth and performance. Today, 60,000 passionate partners (employees) wear the green apron proudly across more than 6,200 stores in over 240 Chinese cities. The company will open a new store every nine hours to reach 9,000 stores in 300 cities by 2025, creating over 10,000 new jobs a year.
Under Belinda’s leadership, Starbucks has advanced its Planet Positive agenda in China across the coffee ecosystem. Since 2012, Starbucks has been operating a Farmer Support Center in Yunnan that offers free agronomy expertise and resources to help coffee farmers adopt more sustainable practices while improving crop yield. It has also invested US$156 million in the Starbucks Coffee Innovation Park in Kunshan, Starbucks largest manufacturing investment outside the U.S., which will set a new benchmark for sustainable manufacturing and smart supply chain innovation when operational later this year. The company also plans to operate 2,500 Greener Stores in the Chinese mainland by 2025.
In 2020, Belinda was among only 10 recipients to be presented the “Magnolia Gold Award” by the Shanghai Municipal Government, in recognition of her continued outstanding contributions towards Shanghai’s economic and social development. She also appears regularly on lists of most powerful businesswomen by Forbes and Fortune, both in China and internationally.