From Labubu dolls to Luckin Coffee, Chinese retail brands are betting big on American consumers. With sluggish growth at home, these companies are expanding aggressively into the US, banking on cultural relevance, competitive pricing, and innovative marketing to win over shoppers.
A Truth Sider analysis found that in New York City alone, more than 20 Chinese retail chains have opened over 40 stores in the past two years across the food, beverage, and fashion sectors. Despite ongoing trade tensions between the US and China, these brands aren’t slowing down.
So what’s driving this wave of expansion — and can these companies succeed in one of the world’s most competitive retail markets?
The Brands Leading the Charge
Six companies stand out in this new “Made in China” era of global retail:
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Pop Mart – The toy company behind viral Labubu dolls that fans chase with near-obsessive devotion.
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Miniso – A home-goods retailer known for affordable trinkets, accessories, and plush toys.
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Haidilao – A hotpot giant famous for its Sichuan flavors and theatrical dining experience.
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Luckin Coffee – Starbucks’ fastest-growing challenger in China, now making a US play.
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Chagee – A tea chain that went public in New York earlier this year.
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Urban Revivo – A fashion retailer often called “Asia’s Zara.”
Each is betting that American consumers will embrace low prices, strong design, and social media buzz, just as Chinese consumers once did.
Why Luckin Coffee Thinks Starbucks Is Vulnerable
Luckin Coffee, founded in 2017, grew explosively in China with coupon-driven marketing and managed to surpass Starbucks’ sales in the country by 2023. In June 2025, it opened its first two US stores in New York — immediately positioning itself as a competitor between Starbucks and Dunkin’ in terms of price and quality.
“Luckin sees Starbucks as vulnerable to lower-priced competition,” explained Russell Winer, marketing professor emeritus at NYU Stern. “They’re coming to the US and trying to position themselves between Starbucks and cheaper coffee chains.”
It’s a clear strategy: premium taste without premium pricing.
The Push Beyond a Weakening China Market
China’s consumer economy is slowing. In July 2025, consumer prices were flat year-over-year, while producer prices fell 3.6%, marking two years of decline. Domestic retailers face price wars and shrinking margins, forcing them to look abroad for growth.
Many start with Southeast Asia, where labor costs are lower and consumer preferences resemble China’s. For example:
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Chagee opened its first overseas store in Malaysia in 2019, growing to 156 locations before entering the US.
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Urban Revivo built 400 stores across Asia before launching in New York’s SoHo in 2025.
But the US offers the biggest prize: high spending power, diverse consumer tastes, and the potential for blockbuster sales.
The US Market: High Risk, High Reward
The US has already proven to be fertile ground for Asian brands. Take Din Tai Fung, the Taiwanese dumpling chain: in 2024, it generated $27.4 million per location, the highest revenue per restaurant in the US, according to Technomic.
Newcomers are also seeing traction:
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Pop Mart expects profits to jump 350% in the first half of 2025, thanks largely to global sales.
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Miniso reported that North America sales surpassed all other Asian markets combined earlier this year.
Still, breaking into the US isn’t easy. Brands face:
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Distribution challenges — finding prime retail locations and building supply chains.
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Regulatory hurdles — US food safety standards vary by state, complicating operations for F&B brands.
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Trade tensions — tariffs on Chinese imports, some as high as 145%, add costs and complexity.
Scaling Fast to Survive
To overcome these hurdles, many Chinese brands are racing to scale up:
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Miniso now operates five times as many stores worldwide as Japanese rival Muji, with nearly a quarter of suppliers based outside China.
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Pop Mart, Luckin Coffee, and Urban Revivo are all accelerating US store openings to streamline operations and secure brand visibility before competitors can catch up.
At the same time, they’re localizing strategies:
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Luckin is leaning on influencer partnerships and viral TikTok campaigns to promote its drinks.
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Pop Mart relies on scarcity and hype, with customers lining up for limited-edition Labubu drops.
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Miniso mimics fast-fashion tactics, refreshing inventory constantly to keep shoppers engaged.
A New Kind of "Made in China"
The arrival of Chinese retail giants in the US marks a new era for globalization. Where once “Made in China” meant low-cost manufacturing for Western brands, today it means Chinese brands themselves leading global expansion, armed with savvy marketing, strong design, and aggressive pricing.
And as NYU’s Winer puts it:
“American consumers are always looking for good products at a good price. If it’s from a Chinese brand, that’s fine.”
