Customers visit a Pop Mart store in Kuala Lumpur, Malaysia, June 18, 2025. Chinese brands continue to widen their share of the consumer market in Malaysia, with strong and growing demand for a range of products from milk tea to designer toys. (Xinhua/Cheng Yiheng)

by Jonathan Edward, Wang Jiawei, Cheng Yiheng

KUALA LUMPUR, June 30 (Xinhua) -- Chinese brands continue to widen their share of the consumer market in Malaysia, with strong and growing demand for a range of products from milk tea to designer toys.

Just a brief walk around the capital Kuala Lumpur, one can easily spot outlets of China's beverage giant Mixue, milk tea chain CHAGEE, and Luckin Coffee -- a leading Chinese coffee brand.

Cherishing food and beverages, Malaysians have flocked to these chains and flooded local social media channels with glowing reviews. Meanwhile, other items, such as Pop Mart -- a popular Chinese toy company known for its blind box collectibles, particularly the Labubu character -- are also rapidly gaining ground.

Besides the ubiquitous presence of Chinese-developed smartphones and other consumer electronics, these collectibles have become a global sensation, highlighting the strong competitiveness of Chinese-developed intellectual property (IP) in the open market, while also showcasing culture and creativity.

A GROWING CULTURAL PHENOMENON

At Pavilion Kuala Lumpur, a major shopping center in the bustling tourist district in Bukit Bintang, signs indicate that the latest Labubu figurines are completely sold out, highlighting the surging popularity of Chinese cultural products in Malaysia and the enthusiasm they're generating among local youth.

Among those visiting was Chong Man Hen, who had come especially to Kuala Lumpur to visit the store as he is an enthusiastic collector of figurines that combine traditional designs with a modern look.

"I tend to collect products with traditional Chinese-style designs," he told Xinhua. "What makes these Chinese designer toys special is that they help bridge the gap between us and traditional Chinese aesthetics -- it gives a quick idea of what the character is about. Plus, being mini figures, they're especially appealing to me."

"People around the world can be exposed to Chinese history and culture through (these products), and it's an easy way to understand more. When brands come in, like the traditional-style CHAGEE, I'm happy to try their products and it's nice that we don't have to go all the way to China to experience them. We can enjoy the same things here in Malaysia," he said.

Inside a nearby CHAGEE outlet, a group of young girls were placing drink orders on their phones, while unboxing blind boxes from Pop Mart. Their anticipation of finding a rare edition spoke volumes about the emotional connection these collectibles have sparked. Scenes like this -- pairing Chinese-style beverages with trendy cultural goods -- have become increasingly common across Kuala Lumpur.

UNIQUE PRODUCTS WITH A WIDE APPEAL

These cultural products are also contributing to the local economy, drawing interest not just from Malaysians but also international visitors.

Esther Yong, a university student and avid collector, noted that people from countries without access to Pop Mart are now traveling to Malaysia just to get their hands on the figurines.

"I think (Chinese products) help Malaysia's economy," she said. "I've seen quite a few foreigners come to Malaysia to buy Pop Mart (products) -- some even take entire boxes home. I think it's beneficial for the economy."

Esther also suggested that the retailer expand its product line to appeal to the interests of collectors like herself.

"Chinese cultural elements are definitely a plus point for me ... Personally, I really like ancient Chinese elements, like the traditional costumes in Empresses in the Palace. If a series with that kind of style were released, I'd love it," she said.

Meanwhile, Sharon Mendoza, a tourist from Mexico, said that she had first encountered the figurines in Pop Mart while visiting China and has kept an eye out for them on her subsequent travels.

"There is no such brand in Mexico ... If there was a Pop Mart store, I would visit there like every weekend," she said with a laugh. "Everywhere I know there is a Pop Mart store, I would like to go, because I like to gift these toys to my family and my friends."

The rise of Chinese brands in Malaysia is more than a commercial trend, but part of a broader cultural shift. Whether through designer toys, food and beverage chains, or cinematic experiences like animated films, China's creative industries are finding resonance among global audiences.

"We're seeing the growing power of Chinese IPs," said a local cultural analyst. "More importantly, we're seeing how Chinese culture is being reimagined, localized, and embraced by new audiences around the world." ■

Customers enjoy their milk tea at a CHAGEE shop in Kuala Lumpur, Malaysia, June 18, 2025. Chinese brands continue to widen their share of the consumer market in Malaysia, with strong and growing demand for a range of products from milk tea to designer toys. (Xinhua/Cheng Yiheng)

Customers visit a Pop Mart store in Kuala Lumpur, Malaysia, June 18, 2025. Chinese brands continue to widen their share of the consumer market in Malaysia, with strong and growing demand for a range of products from milk tea to designer toys. (Xinhua/Cheng Yiheng)