Chinese food and beverage (F&B) brands are rapidly expanding across Southeast Asia, fueled by a strong commitment to localisation strategies that adapt products to local cultures, tastes, and price sensitivities. With Southeast Asia’s food market continuing to grow faster than more mature economies, the region has become a critical frontier for Chinese brands seeking long-term global influence.
From Niche to Mainstream
Currently, Chinese food brands hold less than 5% of the packaged food market share in Southeast Asia. However, the sector is witnessing an accelerated surge as brands integrate local ingredients and consumer insights into product lines. Dairy giant Yili has seen success with its Aice ice cream in Indonesia—capturing nearly a quarter of the market since 2018—while Mengniu has localized its flavors for the Philippines and Vietnam, introducing offerings inspired by regional favorites such as purple yam (ube).
Market Expansion at Scale
Momentum Works reports that the number of Chinese F&B outlets in Southeast Asia jumped from 1,800 in 2022 to more than 6,100 by the end of 2024. This unprecedented growth is driven by brands like:
- Mixue, the world’s largest F&B chain with over 45,000 outlets worldwide (2,600+ in Indonesia), offering affordable ice cream and bubble tea.
- Luckin Coffee, expanding rapidly with its tech-driven approach.
- Haidilao and Fish With You, winning over younger demographics through accessible dining formats and viral digital campaigns.
Localisation as a Winning Strategy
Unlike Western multinationals that often rely on globalized products, Chinese brands are adopting deep localisation strategies—from taste adaptation to pricing structures aligned with local purchasing power. This approach has allowed them to resonate with Southeast Asian consumers while competing head-on with established international chains such as McDonald’s and Starbucks.
Soft Power Through Everyday Consumption
Beyond commercial gains, the rise of Chinese food brands in Southeast Asia is also extending cultural familiarity and strengthening regional soft power. By embedding themselves into daily life—whether through a cup of bubble tea or a bowl of noodles—these companies are reshaping consumer habits and creating stronger cultural ties across borders.
