Singapore, the SEA Testbed for Retail Excellence
Singapore has long been a hub for international brands testing Southeast Asian markets, but in 2025, this trend has taken a new twist: Chinese brands like Chagee and Pop Mart are using the city-state not just as a launchpad, but as a strategic headquarters for regional expansion. Their recent moves are rich with insights for retailers and marketers across Asia.
Chagee's (霸王茶姬) Flagship Surge: From Bubble Tea to Brand Power
In the past year, premium tea brand Chagee has made a bold reentry into Singapore after pausing operations in 2023. Now company-owned rather than franchised, Chagee's new stores—including its VivoCity flagship—are more than just tea shops. With campaigns featuring K-pop stars like Minnie (G)I-DLE and an inclusive approach like launching the first sign-language-friendly store at NUS, Chagee is crafting an experience-driven, culturally tuned brand presence.
Key takeaway: Going beyond product, Chagee's strategy highlights the value of experience, community, and inclusivity when entering diverse markets like Southeast Asia.
Pop Mart: Vending Meets Fandom
Meanwhile, Pop Mart is turning heads with its blend of "retailtainment" and character IP. Its ION Orchard flagship store—the brand's largest in Singapore—offers photo zones, life-sized figures, and exclusive blind box releases. But what's really scaling fast is its Roboshop vending machines. With over 17 vending-style units across Singapore, Pop Mart has mastered the vending-retail hybrid.
Why it works:
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Blind boxes + vending = the perfect match for surprise-and-delight retail
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High impulse, low-friction transactions
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Strategic mall placement maximizes exposure
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Visually shareable = strong organic marketing
Other retailers' vending attempts often fail due to lack of product fit, poor branding, or low emotional engagement. Pop Mart's Roboshops succeed because they're built around fandom, not convenience.
What Retailers Can Learn
Whether you're in F&B, fashion, or DTC retail, these Chinese brand strategies offer three actionable takeaways:
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Use Singapore as a regional test lab. With its affluent, trend-sensitive population and global openness, Singapore is the ideal sandbox before scaling across ASEAN.
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Design for experience, not just conversion. Both Chagee and Pop Mart blur the line between store and stage—driving loyalty through interaction, emotion, and culture.
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Automate with intent. Vending works when the product and UX align. Think surprise, storytelling, and speed—not just convenience.
References:
Inside Singapore’s First Signing Store by CHAGEE: A Café That Redefines Inclusion
Details on Chagee’s sign-language‑friendly “Signing Store” at NUS, including staff composition and design philosophy
Popular tea brand Chagee is set to open another outlet in Waterway Point
CHAGEE
9 Places To Buy Pop Mart & Blind Boxes In SG, From Vending Machines To Lucky Plaza Basement
Pop Mart’s Global Expansion: Mapping a Toy Empire — 2025 Store Locator
Hooked by blind boxes: Why Singaporeans can’t get enough of Pop Mart