Jianggan Li: China Brands Invasion, Stealth M&A Trojan Horses & Darwinian Competition – E656

“From an ecosystem point of view, this year we have been talking to many brand operators and retailers who are being impacted by Chinese competitors, and you should feel threatened by the ones who know how to localize. If they do not know how to localize, that is actually a good thing for local players, because if you exclude half of the population as your customers, you will eventually have problems. These are the ones you should look at and study their playbook, and if they can adapt parts of that playbook to this market, maybe you can adapt parts of that playbook as well.” - Jianggan Li, Founder of Momentum Works 

“Many F&B players in China see Southeast Asia as a natural extension for expansion for a few reasons. The region is historically linked to China in cuisine types, taste preferences, and the raw materials that can be sourced. In some cases, they can easily tap into supply chains in China, or Chinese suppliers can set up factories locally, which allows them to expand faster. When you look at Chinese F&B players setting up in Southeast Asia, many do not resemble traditional restaurants focused on cooking meals. They operate more like factories.” - Jianggan Li, Founder of Momentum Works 

“It is a big shock for many Singapore F&B retailers because there is both a business angle and a societal angle. On the business side, Chinese restaurants sell cheaper, turn tables faster, secure strong locations, and appear backed by investor capital, which makes local players feel outcompeted economically. On the social side, Singapore is a multiethnic society, and for people who are not Chinese or Chinese-speaking, the experience can be difficult. Many outlets are not halal, the menus and ordering systems are in Mandarin, and there is little localization, which makes the experience feel exclusive and closed off to racial or language minorities.” - Jeremy Au, Host of BRAVE Southeast Asia Podcast

Jianggan Li joins Jeremy Au to break down why Chinese consumer, F&B, and hardware companies are expanding so aggressively into Southeast Asia and global markets. Drawing from years of observing Chinese operators and supply chains, they explore how brutal competition inside China forces firms to look outward, why Southeast Asia becomes a natural first testing ground, and how factory-style operations reshape local markets. The conversation covers why many Chinese brands delay localization, how fast natural selection plays out among entrants, and why the most dangerous competitors are those that adapt quietly. Jianggan also explains how low interest rates, capital controls, and brand acquisitions shape expansion strategies, and what founders and investors in Southeast Asia should learn from this wave of competition.