Zus Coffee opened its first ever outlet in November 2019, a roughly 19 m2 (200 sq ft) kiosk at Binjai 8 in the Kuala Lumpur City Centre.

[1] In March 2023, Filipino businessman Frank Lao reportedly bought 35 percent stake in Zus Coffee with the intention to make the chain expand its operation to the Philippines.

[6] Zus was one of several local coffee chains in the Malaysian market experiencing a surge in patronage following a worldwide boycott on Starbucks in response to its lawsuit towards the Starbucks Workers United union following the latter's social media communications on 10 October 2023 expressing solidarity with Gazan civilians affected by war waged by the Israeli army 3 days before.

[9][10] In 2023, Zus' official communications published a rationale claiming its logo portrays the Ethiopian shepherd Kaldi and its name a portmanteau of the words "zeal" and "us"; this came in response to a Malaysian conservative-affiliated Facebook page which called on Muslims to boycott the brand insisting that the branding suggest that of the Greek deity Zeus.

It claims to sell products which are halal certified, avoiding usage of ingredients that would be haram such those which are pork-based and contains alcohol.