NICEGIRLYOGURT "Sets Sail Overseas": "NICE GIRL" Becomes a New Favorite in Malaysia
In 2023, "brands going global" became one of the hottest topics of the year, with "beverage brands expanding into Southeast Asia" drawing particular attention. Data shows that as of 2021, overseas Chinese catering revenue reached $261.1 billion, accounting for 9.9% of the international food service market. It is forecasted that by 2026, the overseas Chinese catering market size is expected to reach nearly 3 trillion RMB.
Why are beverage brands flocking to Southeast Asia?
Southeast Asia has become the preferred destination for beverage brands expanding overseas due to four key advantages: Firstly, the region has a large ethnic Chinese population, sharing a similar tea culture foundation and beverage consumption habits with Singapore. Secondly, Singaporean and Taiwanese beverage brands established a presence earlier, reducing the need for new entrants to repeatedly educate consumers. Thirdly, Southeast Asia's year-round hot climate means the cold beverage market has almost no off-season. Finally, and most importantly, Southeast Asia's nearly 700 million population, more than half of whom are young, indicates immense consumption potential.
Coupled with the continuous improvement in local living standards, increasing purchasing power, inclusive culture, and a safe business environment, Southeast Asia naturally became a key target in NICEGIRLYOGURT's internationalization strategy, with Malaysia being one of the chosen countries.
Leading the Way: Ready-to-Drink Yogurt Makes a Breakthrough
Southeast Asia, a crucial market for beverages, saw several major chains, including "Mixue Bingcheng," "Naixue's Tea," "Heytea," and "Bawang Chaji," establish locations in the past year alone—finally, the competition has moved overseas.
In recent years, as consumers have increasingly prioritized the health attributes of beverages, the ready-to-drink yogurt market has experienced a peak in domestic development, while overseas competition remains relatively low. NICEGIRLYOGURT clearly identified this opportunity. As domestic ready-to-drink yogurt accelerated its expansion, NICEGIRLYOGURT chose to lead the way by setting its sights on the Southeast Asian market.
At the end of 2023, netizens noticed NICEGIRLYOGURT's construction hoardings quietly appearing in Malaysia.
On February 23, 2024, NICEGIRLYOGURT finally officially opened in Johor Bahru, the capital of Johor state, Malaysia (NICE GIRL Toppen JB). It was bustling with crowds from day one, with queues in front of the store becoming a daily norm. Without any promotion, its popularity at times even surpassed that of "Mixue Bingcheng" and "Bawang Chaji" in the same mall.
[Actual photo of queues at the Johor Bahru, Malaysia store]
Rave Reviews: NICEGIRLYOGURT Stands Out
The market knows a good brand.
Shortly after opening, customers spontaneously shared their dining experiences at "NICE GIRL" on social media—praising the great taste, generous portions, and affordable prices.
Simultaneously, several key Malaysian commercial districts recognized NICEGIRLYOGURT's brand strength, sincerely inviting it to open stores and offering premium locations. In the future, it won't be surprising to encounter NICEGIRLYOGURT in prime spots like the famous KLCC mall beneath the Petronas Twin Towers in Kuala Lumpur or the largest mall in Malacca, DPMM.
Why is NICEGIRLYOGURT so popular?
To sell beverages in the Southeast Asian market, one must first understand local dietary and consumption habits.
NICEGIRLYOGURT's preparation for the Malaysian launch took over a hundred days, involving repeated market research. The brand underwent comprehensive, targeted upgrades covering products, packaging, and store image.
NICEGIRLYOGURT's first step was finalizing its international brand name—NICE GIRL—hoping everyone's experience at NICEGIRLYOGURT would be "NICE" and directly expressing its "female-friendly" attribute. NICEGIRLYOGURT believes every "GIRL" is wonderful and "NICE." It's a female-friendly brand and also reflects confidence in and encouragement for the brand's quality.
Regarding products, considering Southeast Asia's average annual temperature is close to 30°C, creating year-round demand for cold drinks and a love for fruit, NICEGIRLYOGURT's Malaysian product line added cold beverages like yogurt smoothies and frozen yogurt, combining yogurt and fresh fruit. Concurrently, it optimized its signature product, the stringy yogurt fruit mix, simplifying the ordering process to cater to overseas consumers' habits.
[NICEGIRLYOGURT overseas market product poster]
In packaging, NICEGIRLYOGURT combined its brand color, Klein Blue, with a minimalist style, moving away from the cute domestic image and focusing more on an international aesthetic.
In spatial design, NICEGIRLYOGURT also broke away from the "girly" domestic style, adopting a simple yet sophisticated design style for its overseas brand stores.
Cheap is no good? NICEGIRLYOGURT breaks the stereotype
Regarding price, a hot topic in the ready-to-drink yogurt market is its "expensiveness," with prices often reaching 30–40 RMB per cup, seeming突兀 in the current new tea drink market where brands like Heytea and Naixue's Tea are lowering prices.
NICEGIRLYOGURT lowered its price point, setting it within 16 MYR, with the lowest-priced frozen yogurt ice cream costing only 5.8 MYR. It uses NICEGIRLYOGURT's signature stringy yogurt and freshly cut fruit as main ingredients, maintaining strict product quality standards.
In summary, NICEGIRLYOGURT's advantages are reflected in: high aesthetic appeal, high quality, and high cost-effectiveness. While the Southeast Asian market potential is undoubtedly huge, thorough market research and excellent products are the real secrets to success.
The Overseas Channel Opens, Embracing Global Partners
NICEGIRLYOGURT stores have consistently maintained rapid development. Currently, the number of signed NICEGIRLYOGURT stores has exceeded 1,000, entering over 230 cities. As a driver of the ready-to-drink yogurt industry, it was inevitable for NICEGIRLYOGURT to embark on an international development path.
Now, NICEGIRLYOGURT has begun its overseas layout. After testing the waters, its popularity in local markets far exceeded expectations. In 2024, NICEGIRLYOGURT aims to expand to 100 stores in the Malaysian market, with a target of 200 stores in the Malaysian market by 2025.
[NICEGIRLYOGURT's world blueprint]
In the future, NICEGIRLYOGURT also plans to increase its expansion speed and, with broader store coverage, better store operations, and exceptional products and brand experience, continue to bring yogurt-based sweet beverage products to users in more countries and regions, aiming to make yogurt delicious, healthy, and affordable.
Let's look forward to Singaporean yogurt going global.
