More than 60 Chinese F&B brands have established over 6,100 outlets in Southeast Asia as of 31 December 2024.
According to Momentum Works estimates, Southeast Asia’s F&B industry has grown 4.6% to US$132.9 billion in 2024, which is about 17% the size of F&B industry of China.
This wave of expansion reflects the challenges Chinese F&B players face in their domestic market. Known for its intense competition, the Chinese F&B market saw over 1 million F&B businesses shutting down within just the first half of 2024 – a 70% increase from 2023.
Such a cutthroat environment has forced many F&B ecosystem players to look beyond the domestic market for growth opportunities with Southeast Asia emerging as a hot destination for many Chinese brands.
Today, we are happy to release Momentum Work’s Chinese F&B in Southeast Asia 2025 report. This report offers in-depth insights into the F&B landscapes of both China and Southeast Asia, strategies of Chinese F&B brands and practical considerations for ecosystem players navigating the dynamic Southeast Asia F&B landscape.
Find out the above insights, and more by purchasing the Chinese F&B in Southeast Asia 2025 report, available at US$42.95.
You can download the full report here.
The 45-page report covers the following sections:
- Introduction
- In recent years, we start to see Chinese F&B brands everywhere
- Southeast Asia is a particularly hot destination for Chinese F&B brands
- SG & MY host most Chinese F&B brands, while ID and VN have most outlets
- Involuted F&B landscape in China
- F&B in China has evolved into a complex ecosystem
- F&B market in China totalled US$ 748 billion in 2023, 5.6 times that of Southeast Asia
- China’s F&B industry is cutthroat competitive
- Constantly shifting trends & consumer preferences make it harder for brands to stay popular
- 2024 is particularly tough for many F&B brands
- Players need to develop competitiveness in five key areas to survive and win
- There is a strong desire in Chinese F&B to expand overseas a.k.a chuhai (出海)
- F&B landscape in SEA
- Although growth is moderating in 2024, SEA’s F&B market is attractive to Chinese players
- Southeast Asia’s F&B markets are very varied in maturity and stages of development
- Top F&B groups in Southeast Asia have been profitable
- Many SEA F&B brands have expanded outside their home turf
- Chinese style cuisines have cultural and historical links in Southeast Asia
- SEA consumers are increasingly receptive to new Chinese F&B tastes/cuisine types
- Chinese F&B methodology in SEA: a case study
- Chinese F&B brands bring not only food, but also their methodologies
- Case study: Dian Xiao Er’s rebranding reflects methodologies used by Chinese F&B
- Practical considerations
- Four practical considerations for F&B businesses entering Southeast Asia
- There are four main operating models, pick the most suitable one
- F&B brands have deployed different operating models in different SEA markets
- Choosing the right partner to work with for each market
- Supply chain considerations
- Overall F&B cost structure differ amongst SEA countries and with China
- Perspective from the POP-Leadership lens
- Conclusion – will Chinese F&B succeed in Southeast Asia?
Some highlights of the report:
Get your copy here!
