In the increasingly competitive Chinese catering market, many catering brands are looking overseas for breakthroughs and development. Southeast Asia, with its unique geographical location and cultural background, has become the first choice for many brands to expand their overseas markets.

As a globally renowned chain brand of ice cream and tea drinks, Meixue Ice City has over45000 stores. In recent years, Meixue Ice City has actively expanded its overseas business and successfully established multiple stores in Southeast Asian countries such as Indonesia, Malaysia, and Singapore, bringing the sweet taste of China to consumers in these countries.

At the same time, it focuses on classic Sichuan cuisineThe "Fish Together" chain brand is also targeting the huge potential of the Southeast Asian market. This brand has been warmly welcomed by customers in Kuala Lumpur, Malaysia, and its unique taste and high-quality service have won high recognition in the market. According to Liu Liujun, Executive Vice President of "Fish Together", the brand conducted thorough research before entering the Southeast Asian market and found that the tastes of local consumers are highly compatible with the flavors that Chinese brands emphasize. At the same time, the brand also insists on purchasing ingredients locally to ensure the freshness and quality of the food.

up totwo thousand and twenty-fourAt the end of the year, the number of stores opened by Chinese catering brands in Southeast Asia exceeded6100 households, of which about two-thirds are concentrated in Indonesia and Vietnam. Due to their large Chinese population, Singapore and Malaysia have also attracted numerous Chinese food and beverage brands to settle in. These brands not only bring Chinese food culture, but also advanced business concepts and management models.

Li Jianggan, founder of Moteng Venture Capital, said that the rapid expansion of these Chinese catering brands in overseas markets is due to their rich experience accumulated in the Chinese market. They adopt automation technology to improve efficiency and respond to large-scale business through digital means, which greatly enhances their competitiveness.

With the continuous expansion of the Southeast Asian catering market, the total size of the catering market in the region has increased last year4.6%, reaching over 130 billion US dollars. The success of Chinese catering brands in this hot land not only showcases the quality and strength of Chinese products, but also indicates the continuous enhancement of China's soft power on a global scale.