SHANGHAI/NEW YORK: A wave of Chinese consumer brands is expanding into the US to offset sluggish domestic spending and tap into higher profit margins.
Throughout 2025, companies including Labubu-maker Pop Mart, trinket retailer Miniso, sportswear giant Anta, and fast-fashion label Urban Revivo announced new US stores or expansions despite tariffs and talk of economic decoupling.
Urban Revivo, often called "China’s Zara," opened its New York flagship in March as a test for broader US success. “We’re only in the early stage of entering this market,” said the company’s CEO. “We need to continuously expand and be profitable to be considered truly successful.”
A review of filings and social media showed Chinese brands such as Urban Revivo, Auntea Jenny, Chagee, Luckin Coffee, and Mixue opened their first US stores in 2025, with Anta planning a Beverly Hills location. Miniso had grown to 421 North American stores by September, while Pop Mart operated 41 locations by mid-2025 and plans rapid expansion.
Many Chinese brands leverage lower prices to appeal to cost-conscious Western consumers. “Chinese brands today are positioning themselves as more affordable alternatives while building reliability,” said an analyst. Anta, the largest sportswear brand in China, may attract global consumers with its competitive pricing.
Challenges remain, including low brand recognition. Anta’s Beverly Hills store and sponsorships of US basketball stars aim to boost awareness. Price and novelty may help sway younger customers.
— Reuters
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