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The Success Story of Crown Digital & ParticleX

The Success Story of Crown Digital & ParticleX

We are bringing you the success stories of our future-thinking startups. ParticleX’s shareholders have invested in Crown Digital Pre-Series A, 1 million SGD for the mass production of Ella and further expansion of Crown Digital in Asia.

About Crown Digital

Crown Digital solves the pain points of traditional F&B players. Keith Tan (CEO) has created an unparalleled autonomous, contactless machine-learning robotic barista, complemented with a fully-interactive mobile ordering app. Crown Digital takes pride in serving good coffee through both the COVID and post-COVID world.

About ParticleX

ParticleX is a tech-based startup investor and innovation enabler based in Hong Kong. ParticleX combines network, capital & research resources, accelerating the pace of innovative technology and helping early-stage startups such as Crown Digital, to win cross-border opportunities across Asia. ParticleX focuses on disruptive technologies & innovation in various applications for business processes.

The Partnership

Crown Digital and ParticleX were introduced by Plug and Play during the Accelerator Program in Indonesia. Crown Digital is an F&B player with a solution providing a futuristic Robot & AI called Ella that provides consistent, gourmet quality coffee 24/7. On the other hand, ParticleX is a tech-based startup investor and innovation enabler based in Hong Kong and is helping Crown Digital to win cross-border opportunities across Asia. With a goal to provide future-ready solutions with technology, ParticleX’s shareholders invested in Ella as Ella can be placed in many places starting from office pantries to transport hubs. With a 1 million SGD investment, Crown Digital was able to mass produce Ella’s development.

This investment has helped Crown Digital to complete the Pre-Series A to Series A rounds. ParticleX provides Crown Digital with more opportunities in Hong Kong with 1 million SGD for the future, supporting their targets to expand in Asia and scale up their business in Japan. Since the innovation of Ella (Robotic Barista) received outstanding feedback from society and customers, the investment progress has sped up in only a month.

Key Takeaways

  • This strategic investment is a milestone for Crown Digital in mass-producing Ella.

  • Along with this mass production, Crown Digital is able to conduct more testing and launching across Asia such as Japan, with proof that customers of Ella are coming back.

  • In addition, this also sets the next milestone for Crown digital, which includes Growth capital for Series A and subsidiary capital in Japan, as well as expansion in Japan.

How Plug and Play Can Help

Plug and Play is the ultimate innovation platform, bringing together the best startups and the world’s largest corporations. Collaborating with startups is a great source of inspiration and innovation, but it can also be a challenge at times. Let us show you how to adopt the concept of open innovation to help your business succeed.


Crown Digital is part of our GIA Jakarta Acceleration Program Batch 4 which seeks to help Singaporean startups expand their market reach to the largest emerging market economies in Southeast Asia.

The GIA is an initiative of Enterprise Singapore (ESG), in partnership with IMDA. Comprising a network of Singapore and overseas partners in major innovation hubs and key demand markets, GIA programs focus on technology and innovation. Plug and Play is Singapore’s GIA Partner in Jakarta and Manila.

Find out more about our GIA Jakarta program here.


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