Artificial intelligence was the central theme at CES 2025, where Chinese companies focused on practical use cases. Their products and services spanned home appliances, eyewear, baby care, beauty, and musical instruments.
Hardware exports continued to rise. Companies such as Narwal and Zero Zero Robotics delivered strong results in overseas markets. In the first half of 2025, Narwal saw more than 200% growth in emerging markets. Zero Zero’s “hover camera” set a new crowdfunding record in Japan.
Chinese consumer goods and retail brands also gained ground abroad. Pop Mart’s Labubu designer toy series performed well in the US and Europe, drawing crowds in multiple cities. Food and beverage brands leveraged cultural IP to reach overseas consumers. Heytea and Chen Xiang Gui attracted attention with locally adapted products. Shaxian Delicacies opened a flagship store in Riyadh, bringing in RMB 50,000 (USD 7,000) on its first day. Luckin Coffee is preparing to open two stores in New York City.
Cross-border e-commerce continued to grow. Imports and exports reached RMB 1.32 trillion (USD 184.8 billion) in the first half of the year, up 5.7% year-on-year (YoY). While online retail expanded, offline retail also gained momentum. Despite regional differences and growing competition, China’s effort to build global consumer brands made steady progress in early 2025.
Tea and beverage chains
In H1 2025, Chinese tea chains expanded their global footprint with clear momentum and varied playbooks.
The US remained a key battleground. Heytea and Naixue planted flagship stores in high-traffic districts of New York and Los Angeles, relying on premium branding, novel products, and localized flavors to appeal to local tastes. Southeast Asia continued to deliver steady returns as Mixue Bingcheng and Chagee refined operations and streamlined supply chains to reinforce their hold on the region.
Meanwhile, Europe offered fresh opportunities: ChaPanda entered Spain with its first outlet, leaning on visually striking beverages and tailored marketing to reshape consumer perceptions.
Mixue Bingcheng
As of May, Mixue Bingcheng operated more than 5,000 overseas stores, highlighting its rapid international expansion and rising global profile.
Indonesia is its largest market, with 2,667 outlets that make up 55.7% of the chain’s overseas presence. Vietnam follows with 1,304 stores, or 27.2%, where Mixue has grown into the country’s leading freshly made beverage brand. Malaysia and Thailand host 337 and 272 stores, respectively, accounting for 7% and 2%. Beyond Southeast Asia, the company is also building a footprint in the Philippines, Myanmar, Laos, South Korea, Australia, and Japan.
Mixue’s international journey began in September 2018 with its first store in Hanoi, Vietnam, and expanded to Indonesia in 2020. Growth picked up in 2022 and 2023, with net additions of 1,525 and 2,536 outlets. By the end of 2024, the company operated 4,895 overseas locations, up 13.0% YoY after adding 564 stores.
Looking ahead, Mixue aims to maintain its overseas momentum by targeting populous markets such as India and the Philippines. The company has earmarked 12% of its IPO proceeds, about HKD 395 million (USD 50.7 million), to build an international supply chain platform to support its global operations. Its goal is to surpass 6,000 overseas stores by the end of 2025.
Heytea
By August, Heytea had opened more than 115 stores overseas across eight countries: Singapore, the UK, Canada, Australia, Malaysia, the US, South Korea, and Japan. Its network also includes Hong Kong and Macau.
The chain’s international footprint grew more than sixfold in the past year. In the US, it scaled from just two stores to more than 30. In February, Heytea launched its first overseas “Heytea Lab” in New York’s Times Square. On August 1, it opened a new store in Cupertino, California, home to Apple’s headquarters.
Heytea’s sales have kept pace with its expansion:
- Heytea has sold nearly 2.5 million cups of its coconut mango beverage abroad, including more than one million in the US.
- In London, the Soho store set a single-day record of 2,000 cups, with an average of more than 1,300 per day and peak revenue of GBP 18,000 (USD 24,354).
- In New York, Heytea’s location on Flushing Main Street sold almost 3,300 cups on its third day.
- At the start of 2025, Heytea’s Times Square outlet surpassed 3,500 cups on opening day and has since stabilized at more than 2,000 per day.
Chagee
By the end of the first quarter of 2025, Chagee operated 6,681 stores worldwide, including 169 overseas across several countries and regions. Malaysia remained its largest international market with 157 outlets, while Singapore and Thailand had one and three, respectively.
The company entered Indonesia in April with a store in Jakarta. A month later, it launched its first North American location at Westfield Century City in Los Angeles, signaling the start of its regional rollout. In the first quarter, Chagee’s overseas gross merchandise value (GMV) reached RMB 178 million (USD 24.9 million), an 85.3% YoY increase.
Looking ahead, Chagee plans to add 1,000 to 1,500 stores worldwide in 2025, including about 100 overseas, with Southeast Asia as a priority. In May, it struck a partnership with Malaysia’s Magma Group to open 300 new outlets in the country over the next three years.
Luckin Coffee
According to its Q2 2025 financial report, Luckin Coffee’s overseas business is steadily expanding. By the end of the quarter, the company operated 89 international stores. Singapore remained its core market, with 63 self-operated outlets that highlight deep market penetration and brand building.
Luckin also opened two pick-up stores in Manhattan, marking its formal entry into the US and a significant step in its globalization strategy. In Malaysia, it expanded to 24 franchised stores, further strengthening its Southeast Asian presence. Overall, the company added a net 24 international stores in Q2, underscoring the momentum of its overseas growth.
Naixue
By the end of 2024, Naixue operated seven overseas stores in Thailand, Singapore, and Malaysia, with Thailand accounting for five. In July, the company launched a brand upgrade in Thailand to refresh its logo across all local outlets. It plans to deepen its presence in the country by adding 20 more stores in 2025, while also preparing to enter the US market.
Naixue’s overseas performance has shown strong momentum:
- In December 2024, its international stores achieved their first single-month profit.
- Around New Year’s Day 2024, its first store in Thailand recorded single-day revenue above THB 300,000 (USD 9,290).
- During this year’s Lunar New Year, all five Bangkok stores hit record highs, with some surpassing THB 230,000 (USD 7,122) in a single day.
- The company’s Bangkok flagship store set a new benchmark shortly after opening, generating nearly THB 1 million (USD 30,965) in just three days.
Apparel brands
In H1 2025, Chinese apparel brands saw a slight decline overseas, though performance trended toward stability.
From January to June, apparel exports totaled USD 73.46 billion, down 0.2% YoY. The drop narrowed compared with previous periods. Exports to traditional markets reached USD 41.08 billion, a 3.3% increase driven by growth in the European Union, while shipments to the US fell. Among emerging markets, exports to Latin America and Africa rose 13.8% and 12.3%, respectively. Exports to Belt and Road countries slipped 3.9% but still accounted for 42.7% of the total.
Headwinds remain, including higher volumes paired with falling prices, trade policy risks, and cost pressures. Even so, opportunities lie in technology innovation, demand from emerging markets, and tighter supply chain coordination. Some brands are pushing into mid- to high-end segments by combining technical advances with emotional value. Growth has been brisk in Latin America and Africa, while China continues to anchor supply chains across Southeast Asia.
Li-Ning
Li-Ning’s international push began in 2008 with its first overseas flagship store in Kuala Lumpur, Malaysia, followed by a second outlet in Singapore in 2010, extending its footprint in Southeast Asia. In 2024, the company entered a new phase by forming a joint venture with Sequoia Capital to accelerate global expansion.
By the end of 2024, Li-Ning had 7,585 points of sale, a net decrease of 83 YoY, mainly due to a strategic adjustment in China that reduced domestic stores by 123.
In 2025, the company is setting ambitious goals for overseas growth. While it has yet to disclose specific store targets or geographic layouts, the joint venture model with HongShan indicates a steady, systematic approach, with specialist teams driving efforts in international markets.
Anta
As of end-2024, Anta Group operated 243 overseas stores. By brand, Anta accounted for 216, Anta Kids 23, Descente four, Fila (including Fila Kids and Fila Fusion) 23, and Kolon Sport 191. These outlets span multiple countries and regions, forming the backbone of Anta’s international development.
Southeast Asia has been the company’s first foothold abroad. By 2024, Anta had established a presence in Singapore, Malaysia, Vietnam, the Philippines, Thailand, Brunei, and Nepal, with 216 stores across the region. At the same time, it has been moving into mature markets in Europe and North America, building influence through its partnership with Foot Locker and access to 110 mainstream retail channels.
In 2025, Anta plans to open its first self-operated store in the US. The move marks a new phase in its North American strategy and underscores its global ambitions.
HLA
As of H1 2024, HLA operated 68 overseas stores. That number rose to 101 by the end of September and held steady through the first quarter of 2025, spanning multiple key markets.
Southeast Asia has been the standout region. As of the first quarter of 2025, HLA had 78 outlets in Malaysia, Thailand, Singapore, and Vietnam, with 97.4% located in large shopping malls. Malaysia accounted for 50 stores, cementing HLA as a significant fashion brand in the local market. The company also entered new territories, moving into the Maldives and Kenya in the first half of 2024 and opening another outlet in the Maldives that November.
HLA’s site selection strategy is designed to elevate its profile. Its international stores are often located in core commercial districts alongside global brands. For instance, in Mid Valley Southkey in Johor, Malaysia, HLA sits near high-end names such as Chanel and Jo Malone. This approach aims to boost visibility and draw high-spending shoppers.
Urban Revivo
Urban Revivo, a Chinese fast fashion brand, has been gaining momentum abroad with a clear expansion strategy. As of February, it operated more than 400 stores worldwide, including nearly 20 overseas in Southeast Asia, Europe, the US, and Hong Kong. The company began its international journey in January 2017 with a store in Singapore’s Raffles City shopping center. In November 2018, it opened its first European flagship store at Westfield London. Expansion accelerated in 2024, when Urban Revivo added nine new outlets in Southeast Asia, bringing the regional total close to 20.
On February 28, the brand entered the US with its first flagship store in New York’s Soho neighborhood. At nearly 3,000 square meters, it is Urban Revivo’s largest overseas outlet to date. On May 17, it followed with a store in Hong Kong’s Harbour City, spanning 8,751 square feet, cementing its presence in one of Asia’s top retail hubs.
Looking ahead, Urban Revivo plans to reach 200 overseas stores within five years, targeting major Asian cities while pushing deeper into Europe and the Americas. The company also intends to open new flagship stores in Tokyo and London in 2025 to further raise its international profile.
Designer toy and cultural IP brands
In H1 2025, Chinese designer toy and cultural IP brands accelerated their overseas expansion. Pop Mart and Miniso led the charge. Pop Mart’s 2024 revenue from international markets (including Hong Kong, Macau, and Taiwan) reached RMB 5.07 billion (USD 709.8 million), a 375.2% YoY increase, with particularly strong growth in Southeast Asia and North America. Miniso now operates in 112 countries and regions, with more than 3,200 overseas stores.
Pop Mart plans to deepen its presence in the US and Europe, while Top Toy is entering high-end malls in Southeast Asia. Meanwhile, construction toy makers such as Sembo Block and Qman are broadening their overseas appeal through collaborations with popular IPs.
Looking ahead, Chinese designer toy brands are seeking to expand their global influence by strengthening original IP, diversifying distribution and marketing systems, ensuring regulatory compliance, and exploring new business models to carry Chinese pop culture worldwide.
Pop Mart
By the end of April 2025, Pop Mart operated 88 stores across 14 countries, including South Korea, Singapore, the UK, New Zealand, Japan, Australia, the US, France, Malaysia, Thailand, the Netherlands, Vietnam, Indonesia, and Italy. In the first quarter, its overseas revenue growth accelerated to 475–480% YoY.
Southeast Asia stood out in 2024, generating RMB 2.4 billion (USD 336.0 million) in revenue, up 619% and accounting for 47.4% of Pop Mart’s international sales (including Hong Kong, Macau, and Taiwan). North America also showed strong momentum, with revenue of RMB 720 million (USD 100.8 million), a 556.9% increase.
Looking ahead, Pop Mart plans to ramp up expansion in 2025, particularly in Southeast Asia and North America. Founder Wang Ning said he aims to more than double overseas sales this year to exceed RMB 10 billion (USD 1.4 billion), representing 100% growth. The company also intends to set up regional headquarters in Greater China, the Americas, Asia Pacific, and Europe to boost international operating efficiency.
Miniso
As of March 31, Miniso operated 3,213 overseas stores. The US alone accounted for more than 300, reflecting the company’s shift toward scaled operations in the market.
In 2024, Miniso’s international revenue rose 42.0% YoY to RMB 6.68 billion (USD 935.2 million), driven by a net addition of 631 stores that pushed its overseas network past 3,000. Overseas operations have become a key growth engine for the company.
52Toys
By the end of 2024, 52Toys operated 16 authorized brand stores overseas, spanning Southeast Asia, Japan, South Korea, and North America. The brand performed especially well in Southeast Asia, where it opened multiple outlets in Thailand, Malaysia, Singapore, and Indonesia. Thailand emerged as a priority market, with ten stores launched in Bangkok and other cities during 2024.
In Japan and South Korea, 52Toys expanded through distributor networks covering prime shopping districts. In Japan, one product drop reportedly sold out in just seven minutes. In North America, the company sells via Amazon and trade shows, while also partnering with major retailers such as Walmart and Costco. The region contributed about 30% of 52Toys’ overseas revenue in 2024.
From 2022–2024, the company’s overseas revenue grew from RMB 35 million (USD 4.9 million) to RMB 147 million (USD 20.6 million), a compound annual growth rate above 100%. Southeast Asia led the growth, accounting for 47.4% of overseas revenue in 2024. In Thailand alone, business tripled over the three-year period, with the first Bangkok store attracting more than 5,000 visitors on opening day and generating RMB 2.6 million (USD 364,000) in its first month.
Consumer electronics and home appliances
In H1 2025, Chinese consumer electronics brands presented a mixed picture overseas.
Overall, companies maintained strong competitiveness through supply chain depth and technological innovation, even as they contended with rising shipment volumes paired with lower prices and shifting market structures. Emerging markets grew in significance, with exports of appliances to ASEAN and Europe rising 8.4% and 9.8%, respectively. Russia, Mexico, and Vietnam also offered additional growth potential.
Brand influence strengthened for leaders such as Huawei and Xiaomi. In 2024, Chinese brands captured more than 80% of the global high-end robot vacuum market.
Opportunities and challenges continue to coexist abroad. Digitalization and growth in emerging markets are creating new avenues, while trade uncertainty and technology constraints remain key pressure points.
Transsion
In 2024, Transsion captured 14% of the global handset market, ranking third overall. In smartphones, it held an 8.7% share, placing fourth. In Q2 2025, the company ranked fifth worldwide in smartphone shipments with 24.6 million units. Although shipments fell 3% YoY, its momentum in emerging markets remained strong.
In 2024, Transsion shipped 12.8 million units in Latin America, up roughly 40%; 15.5 million in Southeast Asia, up about 41%; and 8.3 million in the Middle East (excluding Turkey), up around 9%. In Q2 2025, it shipped 4.5 million units in Southeast Asia, securing second place by market share and standing out as the only brand among the global top five to post double-digit growth.
The company has also built out a robust after-sales network. By 2024, Transsion had established more than 2,000 service locations worldwide, including third-party partners, across Africa, South Asia, Southeast Asia, the Middle East, and Latin America to provide accessible and efficient customer support.
Haier
As of 2025, Haier’s business spanned 106 countries and regions, supported by 60 factories and ten R&D centers that form a robust global supply chain. In 2024, Haier Smart Home reported overseas revenue of RMB 143.814 billion (USD 20.1 billion), accounting for more than half of total revenue and underscoring globalization as a key growth driver. Its acquisition of GE Appliances strengthened its North American presence, where Haier now operates 11 factories and generates 80% of US sales from locally produced products.
Haier’s international performance has been strong. In North America, high-end brand revenue grew more than 10% in 2024. In Europe, revenue rose 12.42% YoY, outpacing the industry average. From January to April this year, Haier ranked among the top players in total white goods sales across Thailand, Vietnam, and Indonesia, with a combined market share of 14.3%, up 8.2% YoY. In Thailand alone, revenue climbed 29%, lifting Haier from fourth place in 2024 to a leading position in the local market.
Looking ahead, Haier plans to launch smart door lock products across Southeast Asia, the Middle East and Africa, and Europe in 2025, further expanding its overseas smart home portfolio.
DJI
As of 2025, DJI operated 50 retail stores overseas, mainly in the Asia Pacific and Europe, and sold through more than 300 authorized retail locations worldwide. In 2024, it opened its first North American flagship store on Fifth Avenue in Manhattan, strengthening its foothold in the region.
North America, DJI’s primary first-tier market, accounted for 40% of overseas revenue in 2022. The company has built market share through localized marketing and services, including partnerships that place its products in Apple Store channels. In Europe, a second-tier market, DJI expanded from the UK to Germany, France, and beyond, offering localized products and multilingual services. In third-tier markets across Asia and Oceania, it adapts product lines to local purchasing power and cultivates demand by hosting developer competitions.
With strong product performance and user experience, DJI has established itself as a dominant brand, maintaining a 70–80% share of the global consumer drone market. Looking ahead, it plans to deepen its presence in Southeast Asia and the Middle East, leveraging local partnerships and compliance-driven technical adjustments to secure international growth.
Xgimi
Xgimi’s overseas journey began in 2016, when it tested international demand through crowdfunding platforms such as Indiegogo and Kickstarter. In 2019, it launched products certified by Google and running Android TV, marking its official entry into mainstream global markets.
In 2021, the company built a dedicated international team and leaned into Amazon, moving into a direct-to-consumer phase that strengthened its overseas presence.
In 2024, Xgimi recorded RMB 1.205 billion (USD 168.7 million) in international revenue, accounting for more than 35% of its total, and its products had entered major offline channels across Europe, North America, and Australia. In 2025, Xgimi has continued expanding retail coverage by adding more offline outlets.
So far this year, the company reported cumulative sales of more than five million units, with products available in 45 countries and regions. It has established overseas entities in the US, Japan, Germany, and Singapore, building a global operating network. Its projectors are sold online via platforms such as Amazon and Japan’s Rakuten, and through offline retailers including Best Buy, Sam’s Club, and Walmart, ensuring wide availability across channels.
Xgimi also plans to issue H-shares and list on the Main Board of the Hong Kong Stock Exchange, a move aimed at reinforcing its overseas strategy and bringing more innovative projectors to global consumers.
Conclusion
As globalization deepens and Chinese companies ramp up their international expansion, more homegrown brands are stepping onto the world stage. Many are moving beyond a narrow manufacturing-and-export model to embrace a brand-oriented approach, aiming to secure a place in global markets and build lasting trust with consumers. Expanding abroad is not only a commercial competition but also a test of cultural understanding and market fit.
Looking ahead, more Chinese brands are poised to reach global consumers with technology, products, and ideas, while also sharing culture and values across borders. The path overseas may be uneven, but each step draws China and the world closer together.
This article was adapted based on a feature originally written by Mall China (mallchina.org). KrASIA is authorized to translate, adapt, and publish its contents.