Consumers gather at a Mixue store in Bangkok, Thailand, on March 21. Mixue is a Chinese beverage brand. PATRICK CHENGZHI WANG/LIGHTROCKET/GETTY IMAGES
Chinese consumer brands are rapidly expanding across Southeast Asia, moving beyond electronics and electric vehicles into sectors such as beauty, food service and home appliances, according to a report by Euromonitor International.
Its "Rise of Chinese Brands in Southeast Asia" report found that the ASEAN economies of Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam account for 95 percent of the region's $4 trillion GDP. The region has become the largest and fastest-growing export destination for Chinese goods.
In 2024, China's exports to Southeast Asia reached $587 billion, up 12 percent year-on-year. More than 70 percent of Chinese companies operating in ASEAN plan further expansion, citing strong performance and untapped consumer demand, said the China Council for the Promotion of International Trade.
With a population exceeding 650 million, 63 percent under 40 and a median age of 31, Southeast Asia's consumer market is thriving. This demographic fuels demand for e-commerce, livestreaming shopping, fintech solutions and affordable premium products.
