Noomoo will be looking to take market share from Asia's oat milk market leader, Oatside. Oatly, which will also release a light-roast-friendly barista milk this year, is the other major player in the region. Noomoo is already in over 250 cafes in Singapore and Malaysia. Now, it's launching in Thailand, and aims to target Indonesia and South Korea next. "At the moment, I'm trying to get professional endorsements for the products, which is why I'm working with baristas," he said.