China’s retail giant Meiyijia enters Southeast Asia with first stores in Vietnam, Malaysia

China’s largest convenience store chain Meiyijia has made its first move into Southeast Asia with initial outlets in Vietnam and Malaysia under a new brand, signaling intensifying competition in the region’s fast-growing retail market.

The expansion is being carried out through the “Ohmee” brand, developed in partnership with local operators, as the company tests overseas markets with differing consumer behavior and retail structures.

In Vietnam, Meiyijia launched its first outlet in Hanoi in March and has expanded to three sites to date.

Founded in 1997, Meiyijia has grown rapidly over the past decade and topped 40,000 stores as of mid-2025, more than double its footprint in 2020. The chain’s dense presence is concentrated in China’s industrialized southern and eastern regions.

The company’s scale significantly exceeds that of global peers operating in China such as 7-Eleven and Lawson, which each run more than 10,000 stores in the country.

Industry estimates suggest Meiyijia generated annual revenue of about CNY55 billion ($8.05 billion) last year, supported by a net addition of more than 4,000 stores.

A key driver of its expansion has been a franchise-heavy model, allowing the company to scale quickly without taking on the full capital burden of store ownership. At the same time, Meiyijia has built a vertically integrated distribution ecosystem, particularly in fast-moving consumer goods such as snacks and beverages, helping it maintain margins and supply chain control.

Vietnam and Malaysia, its first overseas markets, present both opportunities and challenges, Momentum Works noted.

Differences in income levels, urbanization, and retail infrastructure could complicate expansion, especially given the strong position of local players.

Vietnam’s modern retail sector is growing rapidly, with the convenience store segment projected to expand at more than 13% annually between 2023 and 2028, according to research firm Q&Me. The country had about 7,800 convenience stores and mini supermarkets as of end-2025, up from 7,362 in the previous year.