SINGAPORE, 9 January 2025 — Chinese F&B brands have opened more than 6,100 outlets in Southeast Asia as of 31 December 2024, according to a new report by Momentum Works.
This is contributed by the 60+ Chinese F&B brands that have established footprints across Southeast Asia over the past few years, with beverage chains such as Mixue, Wedrink and Chagee driving up the outlet numbers.
The report, Chinese F&B in Southeast Asia 2025, is released to the public today.
Singapore and Malaysia host the biggest concentration of Chinese F&B brands while Indonesia and Vietnam together account for about two-thirds of all the outlets, especially for the mass market brands.
“Southeast Asia has emerged as the top destination for Chinese F&B brands seeking to go global. Beyond introducing bold new flavours to the region’s rich culinary landscape, these brands are revolutionising the industry with innovative methodologies and cutting-edge expertise across all areas of F&B operations. This influx of knowledge and practices is poised to strengthen Southeast Asia’s F&B ecosystem, creating lasting benefits for businesses and consumers alike.” said Jianggan Li, Founder and Chief Executive Officer of Momentum Works.
The Chinese F&B in Southeast Asia report examines the reasons behind the influx of Chinese brands to the region, their influence on the local F&B landscape, and practical considerations for ecosystem players trying to navigate the dynamic F&B landscape in Southeast Asia.
Key findings from the report include:
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- Southeast Asia is a particularly hot destination for Chinese F&B brands, with more than 6,100+ outlets opened by 60+ Chinese brands in SEA as of 31 December 2024.
- The F&B market in China totalled US$ 748 billion in 2023 and saw more than 1 million restaurant closures in the first half of 2024 (a 70% jump from 2023), signalling fierce competition and challenging economic conditions.
- Cutthroat competition prompted many Chinese F&B brands to develop competitiveness in all parts of the F&B operations, including supply chain optimisation, operational efficiency, concept design, franchise management and online marketing, discovery and fulfilment.
- Southeast Asia’s F&B market grew 4.6% this year, reaching US$132.9 billion in 2024. Large regional and international brands are profitable in the region with some actively acquiring other brands. At the same time, local brands have also been gaining traction outside of their home turf.
- Due to differences in the F&B market maturity and sophistication in Southeast Asia, (Chinese) F&B players seeking opportunities in the region need to focus on localised strategies, particularly in the areas of operating models, partner selection, supply chain and cost structure considerations for each market.
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A complimentary copy of the Momentum Works Chinese F&B in Southeast Asia 2025 report will be available for members of the press upon request.
About Momentum Works
Momentum Works, headquartered in Singapore, is a venture outfit that leads insights on the digital ecosystem in emerging markets, through research, consultancy, community engagement and venture building.
Momentum Works is the go-to source for comprehensive expertise in navigating the evolving landscape of emerging markets, especially in Ecommerce, new retail and F&B, as well as application of emerging technologies.
For more information
For further enquiries, please contact Weihan Chen ([email protected])
