Meiyijia takes first step abroad with Southeast Asia entry
China’s largest convenience store chain launches new brand in Vietnam and Malaysia.
Meiyijia, China’s largest convenience store chain, has begun its international expansion with the opening of its first outlets in Southeast Asia, entering Vietnam and Malaysia as its initial overseas markets.
The move comes less than a year after Meiyijia reached 40,000 stores, a milestone achieved largely through rapid growth across China’s industrialised southern and eastern regions. Founded in 1997 as the retail arm of a state‑owned trading company, the operator accelerated its expansion in the mid‑2010s, surpassing 20,000 stores in 2020 and doubling that figure in under five years.
For its Southeast Asian rollout, the retailer is operating under a new brand, Ohmee, which has been developed in partnership with local collaborators. The approach reflects an effort to adapt to markets that differ significantly from China in retail structure, income levels and urban development.
Beyond its store network, Meiyijia has built a substantial wholesale and distribution business in China, particularly in snacks and beverages. Over time, it has become one of the country’s largest distributors of consumer brands in these categories. Several of those brands are also pursuing international growth, contributing to a broader ecosystem that supports Meiyijia’s overseas ambitions.
The company’s entry into Vietnam and Malaysia places it in two markets with distinct competitive dynamics and consumer behaviors, offering a testing ground for its operating model outside China. While the scale of its expansion in Southeast Asia remains modest compared with its domestic footprint, the move signals a strategic shift as Meiyijia looks to leverage its operational capabilities and supplier networks beyond its home market.
