There has been increasing
concern about foreign food and beverage (F&B) brands, particularly Chinese
ones, causing uneven competition in the local market. Economists and industry
observers are divided, with some calling for action while others see these
brands as beneficial for consumers, job creation, and keeping local companies
“on their toes”. The Malaysian government is considering stricter rules for
foreign-linked F&B companies after complaints that brands like China’s
Mixue and Chagee threaten local businesses. Some like Mixue compete on pricing,
as their products are often much cheaper than most local drinks and desserts.
Source: https://en.wikipedia.org
The Domestic and Cost of Living
Ministry (KPDN) is reported to be reviewing guidelines to address loopholes
that previously allowed the rapid expansion of foreign brands. This includes
examining capital requirement thresholds and outlet size, as currently outlets
smaller than 1,000 sq m are not subject to impact assessments.
Socio-Economic Research Centre
executive director Lee Heng Guie notes that foreign chains’ aggressive
expansion of new outlets has threatened the sustainability of local small and
medium enterprises (SMEs), even as it has created employment, provided local
training, and added variety to F&B offerings for domestic consumers.
Mixue, for example, entered the
Malaysian market in 2024 and has since expanded to around 500 outlets. Foreign
chain operators have deep capital, centralised supply chains, branding quality
and highly optimised pricing models, which enables them to offer competitive
prices that local SMEs cannot match.
Local SMEs are facing rising
operational and regulatory costs, such as higher minimum wages, rental,
e-invoicing, and raw material prices, making price competition with
deep-pocketed foreign chains “difficult”. There is also evidence that
aggressive expansion and rental bidding by foreign businesses in F&B are
driving up rental rates for prime locations.
Malaysia has set a strategic
goal to establish itself as a regional franchise hub in South-East Asia by 2030
under the National Franchise Development Master Plan 2021 to 2025. This is
projected to contribute approximately RM46bil to Malaysia’s gross domestic
product by 2025. As of December 2022, there were more than 1,000 registered
franchisor companies, comprising 713 local and 428 foreign franchisor companies.
If a single type of foreign
chain grows rapidly without constraint, it could potentially reduce competition
in the long run – exactly the opposite of what competitive markets require. This
concern must be addressed through competition law enforcement, not trade
barriers per se. When the regulatory environment is predictable and
enforceable, foreign investment contributes to growth, jobs, innovation, and
consumer welfare.
Locally controlled businesses
need incentives to thrive. It cannot be on “cheap” labour – better to support
greater automation then importing labour from Bangladesh or Indonesia. So, it
is incentives or money into R&D which the government could assist. Less
labour, higher productivity can match entrants from China and beyond.
Reference:
Foreign chains – threat or opportunity? Yvonne Tan, Starbiz 7, The Star,
2 Feb 2026