Following the immense popularity of Japanese and Korean beauty products, many Chinese cosmetic brands are now looking to go global. Their first stop? Southeast Asia.
Joy Group, the parent company behind C-beauty brands Judydoll and Joocyee, will open a store in Malaysia by the end of the year, after debuting its first overseas boutiques in Singapore last year.
“Southeast Asia has a huge consumer market, and people are generally very accepting of Chinese products,” Fanqi Kong, Joy Group’s general manager of international business, tells Fortune. Joy Group opened its Singapore office in 2024, which it designated as a regional hub to tap other Southeast Asian markets.
In 2025, the group’s retail sales exceeded $730 million, of which $87 million came from overseas sales. Vietnam is now Joy Group’s top overseas market.
Joy is part of a broader push by Chinese consumer brands to go global, a decision so common it’s even spawned a business buzzword, chuhai. Brutal competition at home has pushed Chinese brands like BYD, Geely, Huawei and Xiaomi to venture into overseas markets.
