r/sino
Chinese beauty brands flock to Southeast Asia as their first step in going global
>Following the immense popularity of Japanese and Korean beauty products, many Chinese cosmetic brands are now looking to go global.
- >“Southeast Asia has a huge consumer market, and people are generally very accepting of Chinese products,” Fanqi Kong, Joy Group’s general manager of international business, tells Fortune.
Following the immense popularity of Japanese and Korean beauty products, many Chinese cosmetic brands are now looking to go global. Their first stop? Southeast Asia.
Joy Group, the parent company behind C-beauty brands Judydoll and Joocyee, will open a store in Malaysia by the end of the year, after debuting its first overseas boutiques in Singapore last year.
“Southeast Asia has a huge consumer market, and people are generally very accepting of Chinese products,” Fanqi Kong, Joy Group’s general manager of international business, tells Fortune. Joy Group opened its Singapore office in 2024, which it designated as a regional hub to tap other Southeast Asian markets.
In 2025, the group’s retail sales exceeded $730 million, of which $87 million came from overseas sales. Vietnam is now Joy Group’s top overseas market.
Joy is part of a broader push by Chinese consumer brands to go global, a decision so common it’s even spawned a business buzzword, chuhai. Brutal competition at home has pushed Chinese brands like BYD, Geely, Huawei and Xiaomi to venture into overseas markets.
I've been hearing cosmetics (that aren't skin care) have been heavily promoted on 小红书 and they weren't very good. It's a good opportunity for the Chinese brands to take on this market.
This is to archive the submission. Reddit can shadowban if source link is deemed spam. For non-mainstream, use screenshot or archive.ph. See Sticky Thread for more info and list of content sources.
Original author:
violentviolinz
Original title:
Chinese beauty brands flock to Southeast Asia as their first step in going global
Original link submission:
https://fortune.com/2026/06/09/chinese-beauty-brands-southeast-asia-go-global/
Original text submission:
Following the immense popularity of Japanese and Korean beauty products, many Chinese cosmetic brands are now looking to go global. Their first stop? Southeast Asia.
Joy Group, the parent company behind C-beauty brands Judydoll and Joocyee, will open a store in Malaysia by the end of the year, after debuting its first overseas boutiques in Singapore last year.
“Southeast Asia has a huge consumer market, and people are generally very accepting of Chinese products,” Fanqi Kong, Joy Group’s general manager of international business, tells Fortune. Joy Group opened its Singapore office in 2024, which it designated as a regional hub to tap other Southeast Asian markets.
In 2025, the group’s retail sales exceeded $730 million, of which $87 million came from overseas sales. Vietnam is now Joy Group’s top overseas market.
Joy is part of a broader push by Chinese consumer brands to go global, a decision so common it’s even spawned a business buzzword, chuhai. Brutal competition at home has pushed Chinese brands like BYD, Geely, Huawei and Xiaomi to venture into overseas markets.
I am a bot, and this action was performed automatically. Please [contact the moderators of this subreddit](/message/compose/?to=/r/Sino) if you have any questions or concerns.