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How Chinese consumer brands are muscling into South-east Asia

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    • Chinese consumer brands are expanding at breakneck speed across South-east Asia, snapping up flagship corners and turning passers-by into fans.
    • Chinese consumer brands are expanding at breakneck speed across South-east Asia, snapping up flagship corners and turning passers-by into fans. PHOTO: BLOOMBERG

    Tran Tuan Viet Duc

    Published Thu, Jul 17, 2025 · 09:49 AM

    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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