A silent yet powerful transformation is reshaping the global food and beverage industry as Chinese brands increasingly expand beyond their traditional markets.
No longer content with catering solely to overseas Chinese communities, these companies are aiming to become everyday staples in mainstream international markets, ushering in a new era of culinary globalization.
Leading this movement is Eastroc Beverage, a major player in China’s energy drink sector. Tasked with spearheading the company’s international expansion, Vice-President Hu Yajun initially targeted Chinese communities abroad.
However, he soon realized that true global success requires appealing to local consumers in foreign markets.
Speaking at the FBIF 2025 Food and Beverage Innovation Forum, Hu emphasized the need to fully integrate into local cultures and consumer habits.
Eastroc’s new global strategy is built on a five-part framework designed to help it grow beyond the saturated Chinese market.
First, localizing production is key—especially in regions like Indonesia and Vietnam—to reduce costs and improve supply chain efficiency. Eastroc has already committed $200 million to a manufacturing and logistics hub near Jakarta.
Second, the company is targeting countries with large and growing populations. Indonesia and Vietnam, with populations of nearly 300 million and 100 million respectively, and high GDP growth, are particularly attractive for functional beverage markets.
The third pillar involves navigating the local business environment and capitalizing on the shifting perception of Chinese products.
Younger consumers in Southeast Asia, particularly in Indonesia and Vietnam, are more open to Chinese brands than ever before.
Fourth, Eastroc employs a detailed pricing strategy that considers not just product cost but also the entire local value system, ensuring competitive positioning. Lastly, expansion is guided by internal capability, ensuring that teams can execute, learn, and adapt efficiently in new markets.
Despite regulatory challenges—especially around beverage approvals and packaging standards—Eastroc is pursuing a multi-model approach, including wholly-owned subsidiaries in Vietnam and Indonesia, joint ventures in Malaysia, and distributor partnerships elsewhere.
This ambitious strategy reflects a broader trend among Chinese brands. Want Want, QiaQia Food, and Chi Forest are all experiencing significant overseas growth. Chi Forest, for example, has launched a collaboration with Disney’s Stitch in Indonesia and is building strong retail partnerships.
Ultimately, Hu believes that humility is the cornerstone of global success. He warned that entering new markets requires brands to start from scratch, respect local customs, and adapt completely.
With this mindset, Chinese brands are poised to win new palates around the world—marking just the beginning of what may become a global flavor revolution.
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