Chinese drinks conquer Southeast Asia

Chinese fresh tea drink brands are gaining more and more space in the international market, with emphasis on Southeast Asia. Among them, Bing Chun, a subsidiary of Henan Liangdi Catering Management, based in Xinxiang, China, is an example of success. With more than 3,000 stores in operation globally, 500 of which in Southeast Asia alone, the brand has won over consumers like Bangkok resident Anusara Kaewusng, who praises the unique flavors of its drinks. “The taste is wonderful! It combines the fruity flavors of lemon and strawberry with a soft aroma of tea,” he said.

According to Cheng Dong, president of Bing Chun, the brand’s popularity is attributed to delicious flavors and affordable prices. This strategy has strengthened the company’s presence in regions such as Vietnam, the Philippines and Indonesia. For Cheng, Southeast Asia is an essential starting point for international expansion, supported by the cultural and economic ties established by the Belt and Road Initiative. This initiative, launched in 2013, not only promotes commercial exchange, but also cultural exchange, remembering the legacy of the ancient Silk Road.

Another critical factor in the success of these brands is the ability to combine Chinese tea tradition with contemporary consumer preferences. According to the Bing Chun development team, the products mix traditional ingredients, such as tea and honey, with modern touches, such as fruit juices. This approach has mainly attracted young audiences. Mixue, another featured brand, uses its “Snow King” mascot as a cultural icon, further strengthening its global appeal.

To sustain international expansion, Chinese fresh tea beverage companies invest in robust supply chains. Han Xiaoli, head of Bing Chun’s supply chain division, highlighted that ingredients are sourced directly from regions known for high quality, such as Sichuan lemons. With this structure and the growing preference for fresh teas, the new-style tea beverage market in China is expected to reach 250 billion yuan by 2025, reinforcing the role of these brands as ambassadors of Chinese culture in the world.