Chinese F&B in Southeast Asia

Southeast Asia’s F&B industry is entering a new phase - steady demand, intensifying competition, and a growing influx of foreign brands.

Over the past few years, Chinese F&B brands have opened more than 6,100 outlets across Southeast Asia, a region with a US$132.9 billion food & beverage market. This rapid expansion is not accidental. It reflects mounting structural pressure in China’s domestic F&B market, where hyper-competition, shifting consumer preferences, and rising operating costs have pushed many players to seek growth beyond China.

In just the first half of 2024, more than 1 million F&B businesses shut down in China, a 70% increase year-on-year. Against this backdrop, Southeast Asia has emerged as one of the most attractive overseas destinations for Chinese F&B brands - offering scale, cultural familiarity, and a more fragmented competitive landscape.

Chinese F&B in Southeast Asia 2025 is a decision-support report designed to help leaders understand why Chinese brands are expanding into Southeast Asia, how they are competing, and what this means for the region’s F&B ecosystem.

Built on Momentum Works’ ecosystem research and operator-level conversations, the report examines market dynamics in China and Southeast Asia, operating models adopted by Chinese brands, and the practical realities of executing F&B expansion across diverse SEA markets.

What’s covered in this report:

• The structural pressures driving Chinese F&B brands to expand overseas
• Why Southeast Asia has become a key destination for Chinese F&B expansion
• Differences in market maturity, cost structures, and consumer behavior across SEA
• How Chinese F&B brands bring not just products, but operating methodologies
• Case study on how Chinese F&B strategies translate on the ground
• Practical considerations for brands entering or competing in Southeast Asia

This report is designed for decision-makers including:

• F&B founders and operators
• Regional expansion and strategy teams
• Investors and industry analysts
• Local F&B groups competing with or partnering Chinese brands
• Platform, supply chain, and ecosystem players

How leaders use this report:

• To assess the long-term sustainability of Chinese F&B expansion into Southeast Asia
• To understand competitive pressure on local and regional F&B players
• To evaluate entry strategies, operating models, and partnership options
• To avoid common pitfalls when expanding across multiple SEA markets
• To align leadership teams around realistic expectations of growth and execution

[Click here to access the Chinese version ｜ 点击这里获取中文版]