Hook Coffee Singapore
Hook Coffee Singapore is a specialty coffee subscription and D2C retailer, founded in 2016, that roasts 100% specialty-grade Arabica locally and delivers freshly roasted beans, pods, and drip bags to consumers and offices across Singapore, Malaysia, and Hong Kong.
- Company typePrivate
- Founded2016
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Hook Coffee Singapore does
Hook Coffee Singapore, operating as Giveback Coffee Co. Pte Ltd, is a Singapore-headquartered specialty coffee subscription business founded in 2016 by two Singaporeans (including co-founder Ernest Ting). The company operates a direct-to-consumer e-commerce platform (hookcoffee.com.sg) selling freshly roasted specialty-grade Arabica coffee sourced from global farms and roasted locally in Singapore, shipped within seven days of roasting to customers in Singapore, Malaysia, and Hong Kong. Its core subscription product lets customers choose coffee type, format (whole beans, ground, drip bags, Nespresso-compatible pods, or Dolce Gusto capsules), quantity, and delivery frequency, with no-contract edit/pause/cancel mechanics; a Coffee Match Quiz onboards subscribers by matching flavor preferences (berries, caramel, chocolate, citrus, flowers, stone fruits) and intensity (light, medium, dark) to blends. The product surface extends to over 18 named single-origin and blended coffees, curated brewing equipment (Hario V60, French Press, Aeropress, gooseneck kettles, scales, STTOKE and Huskee cups), gift sets, vouchers, and a coffee education library of brew guides, blog content, and workshops.
The business operates a hybrid go-to-market model: a self-serve product-led subscription for individuals, complemented by a sales-led B2B arm branded Hook At Work, which delivers office coffee, machines (for purchase or rent), maintenance, and barista training starting from S$33/kg. A physical coffee bar at Food Folks @ Lau Pa Sat in Singapore (open 8 AM–9 PM daily) functions as a brand and education touchpoint. Revenue is generated from recurring subscriptions, one-time purchases, hardware/accessory sales, and B2B office contracts, with subscription savings of up to 20% versus one-time purchase. Distribution is concentrated in owned channels (website, physical bar, direct sales), and the company has accumulated PR-driven brand recognition across tier-1 Singapore media (Straits Times, CNA, Business Times, Today, Epicure). The company is privately held, founder-led, PDPA-compliant, and operates without disclosed institutional capital beyond an early S$250,000 raised across two funding rounds.
Hook Coffee Singapore firmographics
Firmographics- Name
- Hook Coffee Singapore
- Legal name
- Giveback Coffee Co. Pte Ltd
- Website
- https://hookcoffee.com.sg
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hook Coffee Singapore is a specialty coffee subscription and D2C retailer, founded in 2016, that roasts 100% specialty-grade Arabica locally and delivers freshly roasted beans, pods, and drip bags to consumers and offices across Singapore, Malaysia, and Hong Kong.
- Ownership category
- akta.pro rank
Hook Coffee Singapore industry classification
Industry- Product category
- Specialty Coffee
- NAICS
- Coffee and Tea Manufacturing (31192), Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Coffee Blending & Flavoring (AFAFADAC)
- akta.pro secondary industries
- Single-Serve Coffee (Pods, Capsules) (CRADAHAH), Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA)
Keywords
Where Hook Coffee Singapore is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices2 records
Markets served
Hook Coffee Singapore business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Coffee Subscription (Home): Recurring subscription model for individual consumers delivering freshly roasted specialty coffee on a customer-controlled schedule. Subscribers choose coffee type, format (whole beans, grounds, drip bags, Nespresso pods), weight, and delivery frequency. Save up to 20% versus one-time purchase. No contract — cancel, pause, or adjust anytime.
- Coffee Subscription (Office / B2B): B2B subscription service for offices providing freshly roasted coffee, equipment (machines for purchase or rent), maintenance, and barista training. Pricing starts from S$33/kg. Customized plans based on team size and preferences.
- One-Time Coffee Purchases: Individual bags of coffee sold without a subscription commitment at higher per-unit prices. Available in formats: whole beans by bag, drip coffee bags, Nespresso-compatible pods.
- Brewing Equipment & Accessories: Sale of brewing gear including Hario V60 drippers, French presses, gooseneck kettles, scales, grinder, Aeropress kits, STTOKE cups, and espresso machines. Also includes gift sets, bundles, and cold brew accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Whole/Ground Beans — From SGD$14 for 200g; drip bags from SGD14 for 10 bags; Nespresso pods from SGD$10 for 20 pods. |
| Subscription | Monthly | Office coffee from S$33/kg with machine purchase or rental options. |
| Unit Pricing | Pay-as-you-go | One-time bag purchases ranging from S$9.50 to S$19.50 per 200g bag depending on blend. |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Hook Coffee Singapore product offering
Product offeringCore offering
Hook Coffee is a Singapore-based specialty coffee subscription company that delivers freshly roasted specialty-grade Arabica coffee (shipped within 7 days of roasting) directly to consumers and offices in multiple formats including whole beans, ground coffee, drip bags, and Nespresso-compatible pods. The company operates on a direct-to-consumer model with a customizable recurring subscription service and a separate B2B office coffee arm, complemented by curated home brewing equipment and accessories.
Product overview
Hook Coffee is a Singapore-based specialty coffee subscription and retail company founded in 2016, operating on a direct-to-consumer model built around freshly roasted specialty coffee delivered within a week of roasting. The core offering is the Hook Coffee Subscription — a customizable recurring delivery service where customers select from the company's portfolio of named single-origin and blended coffees, choosing their preferred format (whole beans, ground, drip bags, Nespresso® pods, or Dolce Gusto® capsules), quantity, and delivery frequency. A personalized Coffee Match Quiz recommends coffees based on the customer's preferred brewing method, sensory palate, and intensity preference. The product range spans over 18 named coffee offerings (By The Bag, Nespresso® Compatible Pods, Drip Coffee Bags, Dolce Gusto® Capsules) and is complemented by a curated selection of home brewing equipment and accessories (Hario V60 Dripper, French Press, Aeropress, Clever Dripper, Cold Brew Bottle, Hario Gooseneck Kettle, Hario Drip Coffee Scale, Hand Grinder, STTOKE Cups, Huskee Cups) sold individually or in starter kit bundles. A separate B2B arm, Hook At Work, provides office coffee solutions including machine rental/purchase and bulk coffee supply. The company also offers gift sets, vouchers, and in-person/workshop coffee education.
Differentiator
Problem solved
Functional benefit
Products and services
- Hook Coffee Subscription (Home) Recurring delivery subscription for individual consumers. Customers choose coffee type, format (whole beans, grounds, drip bags, or Nespresso-compatible pods), quantity, and delivery frequency. Subscriptions can be edited, paused, or cancelled at any time with no contract, saving up to 20% versus one-time purchase.
- Hook At Work (Office Coffee Service) B2B office coffee subscription providing freshly roasted coffee delivery, machine purchase or rental options, barista training, and ongoing servicing/maintenance. Bespoke plans tailored to company size, from 1-10 to 250+ staff. Pricing starts from S$33/kg.
- By The Bag (Whole or Ground Beans) Freshly roasted specialty coffee beans sold as whole beans or ground to specification, in 200g bags from SGD$14. Delivered within 1 week of roasting. Includes single-origin and blended coffees such as Wine & Pine, Squeeze The Day, Singablend, ChocoLIT, and others.
- Nespresso Compatible Pods Coffee pods compatible with Nespresso machines, sold from SGD$10 for 20 pods. Provides convenience for home or office single-serve brewing.
- Drip Coffee Bags Individually nitrogen-flushed, sealed drip coffee bags for convenient on-the-go brewing. Sold from SGD$14 for 10 bags. Suitable for travel, office, or quick at-home brewing without equipment.
- Dolce Gusto Compatible Capsules Coffee capsules compatible with Nescafe Dolce Gusto machines, expanding Hook Coffee's pod offering beyond Nespresso-compatible pods.
- Customized Hook Bags Personalized coffee subscription boxes where customer names are printed directly on coffee packaging, providing a customized gift-like experience for individuals and corporate gifting.
- Brewing Equipment & Accessories Curated home brewing equipment including Hario V60 Drippers, Hario Drip Coffee Scales, Hario Gooseneck Kettles, Hario Glass Range Servers, V60 Dripper Filters, Hook Coffee French Press, Aeropress Maker Kit, Clever Dripper, Hario Cold Coffee Brewer, Hario Hand Grinder, STTOKE Cups, and Huskee Cups. Sold individually to support home brewing.
- V60 Starter Kit Home brewing starter kit including a Hario V60 Dripper, 10 V60 filter papers, and a Hook V60 Brew Guide. Offered free to new customers as an onboarding bundle to enable home pourover brewing.
- ChocoLIT Cold Brew Care Pack Bundle pairing a Hario Cold Coffee Brewer with a 200g bag of ChocoLIT coffee, designed for brewing cold brew at home.
- Gift Sets & Vouchers Pre-packaged gift sets and digital/physical gift vouchers for coffee subscriptions and accessories, sold for personal and corporate gifting purposes.
- Workshops & Partner Workshops In-person coffee education sessions including brew technique workshops and coffee appreciation courses, offered in-house and in partnership with other brands.
Quantifiable outcome
- Save up to 20% with subscription vs one-time purchase
- +2 more outcomes
Companies that use Hook Coffee Singapore
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Hook Coffee Singapore technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Hook Coffee Singapore partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- MoneySmartminorMoneySmart (Singapore fintech company) has been using Hook Coffee's office coffee service for 2 years. Hook provides freshly roasted coffee beans and regular machine servicing to MoneySmart's office. Described as a satisfied B2B client with consistently high-quality beans and reliable service.
- GrabCar SingaporeminorGrabCar (ride-hailing company) uses Hook Coffee's office solution. Kit and Ernest from Hook Coffee provided flexible support in setting up the office coffee program, offering both Shotpods (Nespresso-compatible) and Fresh Beans options to suit different team preferences.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Hook Coffee Singapore competitors and assessment
Company assessmentBroad incumbents
- Blue Bottle Coffee: Large specialty coffee chain with cafes, D2C subscriptions, and selective Asia expansion — competes with Hook in specialty beans and increasingly in the subscription space, with vastly more capital and brand reach.
- Nespresso: Global pod/capsule coffee leader owned by Nestlé — Hook's Nespresso-compatible pods position it as a challenger/captive alternative brand in the same format and machine ecosystem.
- Lavazza: Italian coffee major with broad D2C subscription, pod, bean, and foodservice offerings — competes broadly in specialty/subscription coffee and B2B office supply across markets including Asia-Pacific.
Direct peers
- Atlas Coffee Club: Subscription-only specialty coffee brand sourcing single-origin coffees globally with flexible cadence — competes in the same subscription specialty D2C category as Hook Coffee.
- Papa Palheta (PPP Coffee): Singapore specialty coffee pioneer offering roasted beans, brew equipment, and barista training — directly overlapping with Hook's specialty roasting, gear retail, and education workshops.
- Trade Coffee: US-based specialty coffee subscription company matching roasters to consumers via a personalization quiz — the same product-led subscription model Hook Coffee operates, just at larger scale in North America.
- Common Man Coffee Roasters: Singapore-based specialty coffee roaster operating both retail cafes and wholesale/subscription supply, with strong local brand recognition — the closest direct competitor to Hook Coffee in SG specialty D2C and B2B.
- Driftaway Coffee: Direct-to-consumer specialty coffee subscription with personalization (taste profile Explorer Kit) and educational content focus — comparable model, customer journey, and content flywheel to Hook Coffee.
Regional players
- % Arabica: Japan-founded specialty coffee chain with strong presence across Asia (Singapore, Hong Kong, Malaysia, Kuwait) — directly comparable in geography and specialty positioning, though sells primarily through retail cafes rather than subscription.
Emerging players
- Cometeer: US-based coffee innovation company selling frozen specialty coffee capsules compatible with multiple machines — overlaps with Hook's Nespresso/Dolce Gusto pod segment while pioneering a new format.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Hook Coffee Singapore social profiles
Digital presenceHook Coffee Singapore compliance and trust
Trust signalCompliance1 record
Hook Coffee Singapore financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hook Coffee Singapore leadership team
Management profileNumber of profiles
Profiles1 record
Hook Coffee Singapore funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hook Coffee Singapore M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hook Coffee Singapore
What does Hook Coffee Singapore do?
Hook Coffee is a Singapore-based specialty coffee subscription company that delivers freshly roasted specialty-grade Arabica coffee (shipped within 7 days of roasting) directly to consumers and offices in multiple formats including whole beans, ground coffee, drip bags, and Nespresso-compatible pods. The company operates on a direct-to-consumer model with a customizable recurring subscription service and a separate B2B office coffee arm, complemented by curated home brewing equipment and accessories.
Is Hook Coffee Singapore a public or private company?
Hook Coffee Singapore is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hook Coffee Singapore founded?
Hook Coffee Singapore was founded in 2016. It employs 11 to 50 people.
Where is Hook Coffee Singapore based?
Hook Coffee Singapore is headquartered in Singapore, Singapore, in the Asia region.
How does Hook Coffee Singapore make money?
Four revenue lines are on record. Coffee Subscription (Home) is the primary driver. The others are coffee Subscription (Office / B2B), one-Time Coffee Purchases and brewing Equipment & Accessories.
Who are Hook Coffee Singapore's main competitors?
Broad incumbents on record are Blue Bottle Coffee, Nespresso and Lavazza. Direct peers are Atlas Coffee Club, Papa Palheta (PPP Coffee), Trade Coffee, Common Man Coffee Roasters and Driftaway Coffee. % Arabica is listed as a regional player. Cometeer is listed as an emerging player.
Does Hook Coffee Singapore have an API?
No public API is recorded for Hook Coffee Singapore.
What industry is Hook Coffee Singapore in?
Hook Coffee Singapore's product category is Specialty Coffee. Its primary akta.pro industry code is AFAFADAC, Coffee Blending & Flavoring, with a secondary code of CRADAHAH, Single-Serve Coffee (Pods, Capsules). Its NAICS code is 31192 and its SIC code is 2080.