Starbucks has opened its first cafés in China’s Xinjiang region, marking a significant expansion into an area that has drawn international scrutiny over alleged human rights abuses against Uyghurs and other Muslim minorities. The U.S. coffee company launched two outlets in the regional capital, Ürümqi, including one at the airport and another in the city’s Grand Bazaar, according to Chinese state media reports.

The new locations feature locally inspired elements. The menu includes items such as salty milk tea, while the Grand Bazaar store incorporates Xinjiang cultural motifs, including ethnic musical instruments. Starbucks entered China in 1999 and is now joining other international brands investing in Xinjiang, which has seen a surge in domestic tourism and business development. Major hotel chains like Accor, Hilton, IHG, Marriott, and Wyndham are also increasing their presence, with over 50 properties planned or under construction.

This expansion occurs despite ongoing international pressure and a U.S.-led sanctions regime targeting companies and officials linked to the mass detention of Uyghurs since the 2010s. Last year, Starbucks agreed to sell a majority stake in its China operations to Boyu Capital, a private equity firm, forming a joint venture valued at $4 billion. The move aims to more than double the company’s footprint beyond its existing 8,000 outlets across China.

Chinese official sources have highlighted the region’s continuing economic growth. The Global Times noted a 22% year-on-year rise in newly registered foreign-funded enterprises in Xinjiang last year, alongside a nearly 10% increase in foreign investment. Xinjiang reportedly received 323 million tourist visits in 2025, generating $52 billion in revenue, according to official data.

However, concerns about human rights abuses remain. In 2022, the United Nations’ top human rights body determined that Xinjiang’s security measures involved large-scale arbitrary detention potentially amounting to crimes against humanity. China has rejected these findings, describing its actions as necessary counterterrorism measures and denying allegations of systemic repression.

Human Rights Watch’s deputy Asia director, Maya Wang, criticized Starbucks’ entry into Xinjiang, stating that hundreds of thousands of Uyghurs remain imprisoned based on their ethnicity and religion. She suggested the presence of international brands in the region could be used to mask ongoing abuses by creating an image of normalcy.

A Starbucks spokesperson in China responded by affirming that all its stores, regardless of location, adhere to consistent brand standards and values, including responsible business practices. The company did not directly address the broader human rights issues associated with operating in Xinjiang.