Description
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]
You may also like
MWX Insights Session #4: Scaling Caffeine: the New Playbook for Coffee & Tea Chains in Southeast Asia
Coffee and Tea Chains in Southeast Asia
MWX Insights Session: How Chinese companies scale faster
Quick commerce in China 2025
Inside Luckin Coffee
中国餐饮出海东南亚
Who we work with
We work with leading platforms, global brands, investors, and ecosystem partners shaping digital economies across Asia and beyond.
Whether you’re collaborating with, competing against, or learning from China’s digital playbooks — we help you move with clarity and confidence.
We work with leading platforms, global brands, investors, and ecosystem partners shaping digital economies across Asia and beyond.
Whether you’re collaborating with, competing against, or learning from China’s digital playbooks — we help you move with clarity and confidence.