
Insights
21
2025
-
06
Catering Enterprises' Southeast Asia Expansion — "An Opportunity Firmly Grasped"
Author:
Release time:
2025-06-21

- Large consumer groups
- Market gaps
- Cultural similarity
- Open investment policies
- Fierce competition
- Regulatory challenges
- Supply chain issues
- Mixue Ice Cream & Tea has quickly established itself in Southeast Asia with cost-effective products and a robust supply chain.
- Naixue's Tea caters to local consumers' pursuit of quality life through its premium tea positioning.
- Luckin Coffee accelerates store layout in Southeast Asia by leveraging digital operations.
- Cha Baidao actively expands via unique product flavors and marketing strategies.
- Strict regulations and high food safety standards in Australia, Japan, and South Korea, combined with strong local brand loyalty, hinder Chinese enterprises’ penetration.
- In Indonesia, the world’s most populous Muslim country, brands face unique challenges. Mixue triggered protests in 2023 due to delayed Islamic council certification but eventually obtained approval from the Indonesian Ulema Council (MUI) after proactive communication.
- Aice Group, a Singaporean-Chinese brand entering Indonesia in 2015, won market trust with low-cost ice cream tailored to local tastes, growing into a large catering enterprise with 3 factories by 2022.
- China’s Yili Group enters via its Joyday ice cream brand, competing directly with Aice and Mixue.
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