In June, convenience stores in Indonesia welcomed a new product line — Chi Forest's ice teas, with flavors such as white peach jasmine and grapefruit green tea.

The beverage maker's rapid rise in Southeast Asia underscores its broader globalization strategy, which combines health-driven product positioning, cultural adaptability and precision execution in complex regulatory environments.

Indonesia is a market deeply rooted in tradition and Muslim consumer preferences. All food and beverage products must undergo strict regulations, including BPOM safety certification and halal validation.

In November 2023, Chi Forest's Hubei province production facility secured halal certification from Indonesia's BPJPH — the second Chinese brand to earn such credentials after Singapore's MUIS.

This move paved the way for the company's halal-compliant products to reach over 30,000 retail points across the country.

Localization played a crucial role — not only in flavor selection, but also in the company's understanding of cultural nuance and consumer trust.

In addition to Indonesia, the company in recent years has aggressively expanded overseas, entering over 40 countries and regions within four years — including the United States, Australia, Singapore and Malaysia.

In 2024, its beverages reached 591 Costco stores across the US and 109 in Canada.

In February 2024, Costco issued a food safety audit notice to Chi Forest's factory. The audit included over 200 food safety criteria and took nearly three months of preparation.

The company's food safety team responded by forming a dedicated task force, conducting comprehensive self-inspections and aligning with Costco's global protocols. Last May, the company's Hubei factory passed the food safety audits, clearing the way for distribution.

"These challenges have only strengthened our resolve to go global," said Tang Tang, head of international business for Chi Forest.

"Each step — whether certification, logistics coordination or marketing strategy — not only requires significant effort, but also builds capability."

One of Chi Forest's most significant insights from its US market research was consumer sensitivity to flavor depth, particularly in fruit-flavored sparkling water.

Many US brands offer beverages with weak or fleeting fruit aromas. Chi Forest said their products are designed to deliver a bold, lasting fruity experience, which consumers have described as nostalgic and distinctive.

US consumers, the company found, were drawn to the "exotic charm" of these Eastern tastes — often likening them to childhood fruit candies or using them as cocktail mixers.

Its R&D team also carefully balanced aroma, sweetness and aftertaste, fine-tuning the formulas for international appeal. Signature Asian flavors such as white peach and lychee have become key differentiators in markets like the US and Australia.

Beyond products, Chi Forest has increasingly invested in cultural branding. In 2024, it partnered with Dragon Fest, the New York-based Chinese food festival, where nearly 50,000 participants sampled its drinks. The company's presence at the "Panda Day" event in July — featuring its panda mascot — drew large crowds and significant online attention.

The company has also embraced dragon boat racing as part of its cultural marketing strategy. In California, it sponsored the University of California, Irvine Dragon Boat association, supporting training, events and outreach. Association members promoted the brand both online and offline, introducing it to wider collegiate audiences.

Whether it be flavor innovation or cultural storytelling, our brand aims to resonate with local consumers in meaningful ways, said Chi Forest.

The company's global push offers a playbook for other Chinese consumer brands — localize deeply, prioritize product quality, and build emotional resonance through culture, said industry experts.

Chinese flavors have tremendous potential, said Tang, adding that they can uncover unmet consumer demand across global markets and create new opportunities for growth.

"Going global is not just a way for Chinese brands like Chi Forest to build a second growth curve — it's a strategically vital step in their globalization journey," said Jason Yu, general manager of CTR Market Research.

Southeast Asia, with its dense population, hot climate and booming economies — fueled by supply chain shifts from China — is a natural first stop. Its geographic proximity and shared cultural ties with China offer clear advantages, he added.

But local consumers have distinct preferences, and the region's mainstream cultures and religious beliefs differ significantly from China's. That means Chinese brands must go beyond exporting — they need to localize their strategies, adapt product formulas and packaging, and position themselves to truly meet local needs, said Yu.

"We're seeing a shift from the old 'low-price, high-volume' model to one driven by quality — powered by innovation, design and local operations," said Yu, adding that the mark of real overseas success is entering mainstream channels and reaching mainstream consumers — not just trading into local Chinatowns or appearing on the shelves of Chinese supermarkets.

Looking ahead, Yu said that as intelligent supply chains evolve and brands build cultural empathy and deeper local engagement, Chinese companies will unlock new growth and move closer to becoming truly global players.