Tan Chee Yun

In the 6th of a 7-part BT-Lianhe Zaobao series on China and Asean, we look at how brands from China are going international, particularly among Gen Z consumers in South-east Asia

AS CHINA’S brands enter South-east Asia, they strive to shed old stereotypes while banking on capabilities previously developed for the domestic market.

ONLINE fashion retailer Shein was founded in China, but only sells abroad. The brand launched in South-east Asia in 2021, testing the waters in Singapore before expanding to the Philippines, Thailand,...