NICE GIRL HOLDING (MALAYSIA) SDN.BHD.
NICE GIRL is a pioneering "pastry + beverage" brand from Singapore, rooted in a philosophy of naturalness and wellness. We are committed to offering healthier and more delicious sweet beverages to customers around the world.
With hundreds of stores already operating across China, Malaysia, and Iraq—and partnership agreements secured in countries including Singapore and Thailand—our presence continues to grow internationally.
We cherish every product that comes from NICE GIRL. Through continuous exploration of fermentation aesthetics and Eastern culinary artistry, we create a sweet beverage experience that harmonizes visual appeal, flavor, and safety—leading the way in global fermented food culture.
NICE GIRL embraces and promotes a natural lifestyle. Grounded in traditional fermentation techniques and inspired by nature, we blend global culinary trends with an international vision, creatively integrating into urban third spaces. Wherever people gather with us, everything becomes better and better.
Team Introduction
Industry Leaders as Our Core Foundation
The core team of NICE GIRL brings together seasoned professionals from leading restaurant chains, with over a decade of hands-on experience in store management, brand incubation, and multi-unit operations. Their deep industry expertise is complemented by a sharp understanding of market trends.
At the same time, we actively foster innovation and brand evolution. Through project execution and implementation, our young and creative execution teams inject fresh energy into our store operations, ensuring the brand remains dynamic and forward-looking.
Differentiated Competitive Focus
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While the tea beverage market has entered a phase of competition in a saturated landscape, NICE GIRL has carved out a distinct path by integrating characteristics of chilled yogurt, tea drinks, and desserts—pioneering a uniquely differentiated approach.
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Broad Consumer Appeal: Yogurt’s health attributes hold universal appeal, making it suitable for consumers across all age groups. It can be enjoyed as a pre-meal dessert, an afternoon refreshment, or even a meal replacement—offering diverse consumption occasions that align with modern lifestyle trends.
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Built-in Health Perception: Today’s consumers are increasingly conscious of ingredients and calorie content. Freshly prepared yogurt naturally emphasizes a "healthy profile," attracting customers with its widely recognized safe ingredients and relatively high nutritional value—requiring no additional consumer education.
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Scalable and Proven Strategy: By adopting and refining the established practices of the tea beverage category—including expansion, franchising, marketing, supply chain development, and channel management—NICE GIRL is positioned to accelerate growth and rapidly close in on market leaders.
**Six Core Strengths**
**Integrated Solutions for Sustainable Growth**
Smart Operations
Digitally-driven, multi-dimensional store management supported by advanced technical systems and data-driven insights for intelligent operational control.
Global Supply Network
A reliable and high-quality supply chain system with 8 regional hub warehouses, serving over 1,000 cities worldwide to ensure seamless material distribution.
End-to-End Store Support
Professional guidance throughout the entire process—from site selection and staff training to ongoing operational coaching—enabling smooth setup and worry-free management.
Product Innovation
Backed by an R&D team with experience from top beverage brands and a proprietary library of probiotic strains, equipped with proven capability to create market-leading products.
Market Insight & Marketing
Comprehensive omni-channel marketing support, including online media exposure, platform operations, and cross-industry partnerships to drive store performance.
Regional Protection Policy
Territorial exclusivity designed to consolidate customer base and prevent internal competition, ensuring focused brand growth.
