How Chinese consumer brands are muscling into South-east Asia
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EVERY tourist arriving in Ho Chi Minh City visits the 110-year-old Ben Thanh Market. Its surrounding streets pulse with local eateries, coffee joints, and souvenir shops.
Yet amid these Vietnamese staples stands a branch of Miniso, a lifestyle chain that may appear Japanese but is actually Chinese. Since entering Vietnam in 2016, the brand has grown to 66 locations, taking prime spots in malls and bustling street corners.
It’s not the only one.
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