Before entering Western markets, many Chinese companies have used South East Asia as a testing ground.
With more than 650 million consumers who are young and increasingly affluent, the region offers scale and diversity, while competition from established Western brands keeps standards high.
Restaurant firm Haidilao opened its first overseas outlet in Singapore in 2012. It is now the largest hotpot chain in the world with 1,300 restaurants across 14 countries.
“Haidilao’s story is not just a restaurant success,” says Zhou Zhaocheng, vice chairman of Haidilao International. “It reflects China’s 30 years of economic transformation and internationalisation.”
The chain’s global reach relies on a strong brand, robust ecosystem, and loyal customer base, according to Zhou. He notes that every overseas market is complex, shaped by different cultures, legal systems, and consumer habits – so localising food, menus, and service is essential.
The chain is now pursuing halal certification in Indonesia and Malaysia, a move that could open up Muslim-majority markets across the Middle East.