How Chinese brands serve Southeast Asia with soft power influence
Southeast Asia . Today, Mixue has surpassed even global giants like Starbucks and McDonald's in the sheer number of outlets worldwide.
Malaysia ,
Mixue is not the first Chinese chain to make its mark in Southeast Asia. Over the past five years, major markets – in particular
Indonesia
Thailand and
Vietnam – have witnessed marked growth in Chinese supermarkets and food stores.
The share of food imported from China into Southeast Asia rose from 8.5 per cent of the region's total food imports in 2010 to 10.9 per cent by 2020. The most significant gains in Chinese import share between 2010 and 2022 occurred in
the Philippines (a 4 percentage point increase), Thailand (5.1 points) and
Singapore (1.8 points).
The increase in trade could be partly attributed to preferential rates for Chinese products and services, including agricultural products, negotiated under the
Asean -China Free Trade Area in 2002 and subsequently in the
Regional Comprehensive Economic Partnership . Chinese businesses leveraged these agreements and targeted these large markets. In the Philippines, for example, Chinese products and social media trends have gained popularity among the youth, despite bilateral tensions.
Diners at Chinese hotpot restaurant Xiao Long Kan in Singapore. There are concerns that the city state's small market may be oversaturated. Photo: Facebook/Xiao Long Kan Hotpot 小龙坎老火锅
Chinese branding has also become more visible through packaging labels and the presence of Chinese food and beverage (F&B) chains. According to a 2025 report by Momentum Works, Southeast Asia is now home to at least 6,100 Chinese F&B outlets across more than 60 brands. This expansion reflects the intense competition within China's F&B sector, which drives many chains to seek opportunities abroad. Chinese chains reportedly account for 54 of the top 100 global F&B chains ranked by number of stores, and among those, many have branches in Southeast Asia.
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