7 exciting new Chinese brands that found their way into S’pore

7 viral Chinese brands that came to Singapore in recent years, such as Luckin Coffee & Mixue

Over the years, Singapore has seen the arrival of numerous international brands, with their outlets setting up shop across the city, from heartland malls to its biggest shopping centres.

It comes as no surprise that companies from China feature heavily on this list. After all, Singapore is seen as the gateway to the Southeast Asian market, so it makes perfect sense to set up shop here.

Indeed, in recent years, many viral Chinese brands have arrived in droves to establish themselves in the Lion City, and they have largely been well-received. This in part due to their products appealing to consumers here.

For instance, coffee chain Luckin Coffee opened its first outlets in Marina Square and Ngee Ann City in March 2023, and now has more than 30 outlets islandwide.

Meanwhile, Mixue, one of China’s most popular soft-serve chains, opened its first store at Clementi’s Grantral Mall — and has made waves locally ever since. It now has more than 10 outlets.

These arrivals thus beg the question — what are some of the recent Chinese imports who are looking to make a name for themselves here, and what do they offer for customers?

While there’s definitely far too many to give an exhaustive list, here are seven brands from China that have set up or will be setting up shop in the city.

1. Luckin Coffee

One of China’s biggest coffee chains is Luckin Coffee, which landed with a bang in Singapore back in March 2023.

On the 31st of that month, it opened two stores concurrently — the first in Marina Square and the second in Ngee Ann City.

While the Marina Square outlet functions as a cafe to give office workers a reprieve while they sipped their beverages, the Ngee Ann City store is only for takeaways.

This is the model of Luckin Coffee, which operates two types of stores in Singapore — one that allows diners to sit in for an afternoon coffee break and another that lets customers pick up their drinks after ordering them.

The brand is known for its tech-savviness — customers simply order in advance and pay via its mobile app, eliminating the need to queue.

Then there’s the super attractive S$0.99 drink offer for first app users.

Its menu also offers unique beverages rarely seen in other places — including a coconut latte and a big cheese latte for S$6.40 each.

According to The Straits Times (ST), a spokesman said Singapore was picked for its “mature coffee consumer market” with people who drink coffee daily.

Since its debut, Luckin Coffee opened more stores in quick succession. It now operates 32 outlets across Singapore, including at Suntec City, Waterway Point and Harbourfront.

In a report by the World Coffee Portal, Luckin Coffee CEO Guo Jinyi described the expansion of the chain into Singapore as one that would “inject new vitality” into the city’s market.

2. Mixue

Of course, ice cream lovers would know of Mixue, China’s soft-serve chain that opened its first outlet in Singapore in Grantral Mall, Clementi on 26 Feb 2022.

Offering its signature soft-serve ice cream cones for S$1, the Mixue store became quite the hit among Singaporeans on its opening day, which saw long queues according to 8days.

Mixue’s offerings also involve desserts and beverages, such as sundaes and shakes.

For instance, many often opt for its cocoa cookie sundae or its strawberry shake-shake, both really flavourful options.

With delectable and refreshing treats perfect for the sweltering heat of Singapore, not to mention at wallet-friendly prices, Mixue understandably became a cult favourite among people here.

Its popularity spiked once again when Mixue’s adorable mascot broke into the scene.

Going viral on TikTok for its relentless dance moves, the mascot heightened the chain’s appeal among Singaporeans.

As of May 2024, Mixue has 13 outlets across Singapore, including in Northpoint City, Ang Mo Kio Hub and Jurong West.

Globally, it has 22,500 stores, of which around 1,000 are located in Southeast Asian countries including Thailand and Philippines.

3. Neiwai

One can never get enough of sports apparel — which is where Neiwai, a firm offering body-positive women’s sportswear and loungewear, comes in.

According to Dao Insights, Neiwai opened its first outlet on 11 July 2023, and the flagship store is located on the first floor of Raffles City.

Founded in 2012 and originating from Shanghai, Neiwai — which translates to “inside and outside” — began as an online retailer and quickly gained popularity due to its diversity of models in its marketing campaigns.

Neiwai then began branching out with in-person stores five years later in Shanghai, eventually expanding overseas in 2020, according to Retail In Asia.

The store’s products include innerwear, athleisure and lingerie, which are meant to smash stereotypes and prioritise comfort, according to ST.

In addition to its range of clothing for women, the firm is gradually increasing its variety of apparel for men.

According to the ST article, there are plans to open at least three to five more physical stores in Singapore.

4. Ora

Ora is yet another Chinese company that has entered Singapore’s market in recent years.

Specialising in electric vehicles (EV), Ora launched its Good Cat model in August 2023 at the grand opening of the Great Wall Motor (GWM) showroom at 239 Alexandra Road. Great Wall is Ora’s parent company.

The car has been praised by ST as an “attractive option” for those who prefer larger vehicles with the driving ease of a compact car.

With similarities to the Alfa Romeo Mito and the Volkswagen Golf, the fully-electric hatchback gives off a premium vibe, with excellent features and an impressive fit and finish.

It’s easy to see why Ora chose Singapore to launch the Good Cat. Several other Chinese mainstream EV brands have already entered the market, namely BYD, MG and Maxus.

Speaking at the launch, Mr Vudhigorn Suriyachantananont, vice president of marketing for the ASEAN region for GWM, said:

“We are confident that the stylish design, remarkable performance, and advanced features of the ORA Good Cat 03 Electric will captivate Singaporean drivers like it did in other parts of the region such as Thailand and Malaysia.”

He added that the launch represented the company’s commitment towards greener modes of transport, sgcarmart reports.

According to The Business Times, GWM’s entry into Singapore is part of its aggressive expansion into the Asia-Pacific.

5. Xpeng

Another automobile firm that’s been making waves with its imminent entry into Singapore is EV brand Xpeng.

Set to be launched in the Lion City by the second half of 2024, its first model expected for retail is the G6, according to ST.

The G6 is a sports utility vehicle roughly the same size as the Tesla Model Y. It will likely contain a single motor version covering 580km on each charge.

Regarded to be among the strongest competitors for Tesla, the Chinese firm is also in other markets such as Denmark, Norway and Sweden.

While the brand has earned quite the reputation for its products’ design, sophistication and technology, it remains to be seen whether it will make as big a splash in Singapore’s market as BYD.

In 2023, BYD was the fourth-biggest selling brand in Singapore, outperforming the likes of Nissan and Hyundai.

6. Puyi Optical

Hailing from China as well is luxury eyewear company Puyi Optical, which opened its flagship store at The Shoppes at Marina Bay Sands in Singapore in September 2023.

Spanning 1,400 square feet, the outlet stocks unique frames hailing from partnerships with companies such as Linda Farrow and Chrome Hearts.

Other partners Puyi Optical collaborates with include renowned firms such as Cartier and Gucci.

The brand, which was named after the last emperor of China, has established itself over the years as one that offers clients sophisticated, well-designed eyewear.

Its foray into Singapore marks its first outside Greater China, according to ST.

Speaking to Tatler Asia, CEO of Puyi Optical Jeffrey Yau shared that he recognised what Singapore’s market had to offer for the company, which he described as specialising in “avant-garde eyewear”.

He added:

We recognised the enormous potential market for luxury eyewear in Singapore.

Puyi Optical does not plan to stop just at Singapore — future plans involve expanding further in the Southeast Asian region.

7. Duozoulu

Duozoulu is yet another iconic Chinese brand that made its way to Singapore’s shores in 2023, opening its first two stores at Serangoon NEX and Jurong Point.

Since then, it has opened three more outlets, bringing its total number of stores in Singapore to five.

Rising to fame for its lightweight footwear, the company prioritises comfort for its users while refusing to compromise on style. The result is light and durable shoes with a pleasing aesthetic, passing the eye test with ease.

It has certainly appealed to local consumers, with ST reporting that in its first five months, Duozoulu sold a five-figure number of pairs in Singapore.

Founded by former Chinese national youth table tennis player Tong Jie, the outlets here are franchised by Mark Ma, 45, and Tammy Tan, 44, who are also co-founders of local bubble tea chain iTea.

Dr Ma said they decided to set up shop in heartland malls due to the large demographic available.

The brand’s products are marketed as “lighter than egg” and are affordable and accessible to users of all ages. European sizes range from 20 to 50.

“Singaporeans are very exposed to many international brands, so they’re very discerning,” Dr Ma explained in the interview with ST.

A successful partnership between Singapore & China

The entry of Chinese brands into Singapore’s market is perhaps indicative of the success behind China’s Belt and Road Initiative (BRI).

One of the earliest backers of the policy, Singapore became China’s largest foreign investor in 2015. Meanwhile, China was Singapore’s largest trading partner that year.

The collaboration between both countries have resulted in a fair number of benefits, including a land-and-sea “trade corridor” shortening the time taken to transport goods.

Speaking to ST, Dr Zhu Siying from the School of Business at the Singapore University of Social Sciences said Singapore has enjoyed the rewards that have come from BRI’s improved trade connections, transport network and investment prospects.

The benefits work both ways, he additionally noted:

Singapore’s function as a financial centre, trade facilitator, and diplomatic middleman, also emphasises the significance of the country to China’s BRI endeavour.

More Chinese brands are planning their entry into Singapore’s market in the coming years — including EV brand Zeekr.

The city state looks set to continue reaping the benefits that come from the unique partnership between the two.

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