东南亚餐饮全景图及2030展望报告

Gaoyan F & BI N T E L L I G E N C E SEAFoodserviceLandscape&2030Outlook S O U T H E A S TA S I A F & B B L U E B O O K 2 0 2 6 Southeast Asia is the fastest-growing and most predictable long-term runway in globalfoodservice, and the number-one destination for Chinese F&B brands going abroad. Itstrajectory mirrors China's last decade, which makes China-proven models unusually ACommonLanguage:SEACuisine,Classified G a o y a nMost analyses of Southeast Asia suffer from a "blind men andthe elephant" problem, limited to a single country, category, or O v e r s e a sGaoyan organizes the entire region under one three-level classification:6 top-level categories, 35 sub-categories, 211 detailed types.It gives brands, supply chains, capital and local partners one TheMarket:AUSD223BServiceEconomy, Across the six countries, household consumption runs ~USD 2,242B, equal to ~55%of GDP, far higher than China's 36%. Food sits at the center of it: F&B takes ~32% ofhousehold spending (~USD 726B), but F&Bservicesonly ~10% (~USD 223B), against O v e r s e a sThat gap is the opportunity. A food-centric consumption base with dining-outpenetration still well below China means the supply chains, the chains and the brands SEA-6 by population and GDP: Singapore mature, the rest hold the growth 0303 Stores:2.6MillionOutlets,Only11.75% G a o y a nThe six markets hold2,647,730F&B outlets. But density is low, 59 storesper 10,000 people vs. China's 83, and the chained-operation rate is just By store count the region tilts toward fast food and drinks: Asian FastFood 28%, Asian Dining 24%,Beverage 22%, Bakery & Dessert 12%. ForChinese players, the widest white space is in Beverage, Pastry and Chained-operation rate vs. outlet density by category — most categories sit Outlets concentrate in central regions and top-5 cities; lower-tier and rural 04 Dishes&Flavor:Sweet, G a o y a nAcross the six markets, menus carry53,067,061dishes. The sharedpalate leans hard into Sweet (25%), Hot & Spicy (23%) and Creamy O v e r s e a sBut the average hides the country. Indonesia opens with Es Teh Manis(sweet tea), the Philippines with Iced Americano, Singapore with FrenchFries and Iced Lemon Tea. Flavor localization is not optional: the shared Brands:WhoLeads G a o y a nDifferent national-cuisine brands lead each sub-sector, and successmeans fitting the dynamics of the category rather than copying one O v e r s e a sThe single largest beverage chain on the board is Mixue (2,902 stores),ahead of Café Amazon and Starbucks. KFC leads non-Asian fast food, The2030Outlook:USD376BandFourShifts G a o y a nAs the market shifts from rebounding to structural expansion, the six-country foodservice total is projected to grow at a13.2% CAGR to From rebound to structural expansion: 13.2% CAGR to ~USD 376.4B by 2030, driven 1 · Chained operation accelerates.Benchmarked against China(32.3% in 2025), SEA's average chained rate is projected to reach ~25% Forecast I — chained-operation rate: SEA to ~25% by 2030, benchmarking China's 2 · Leading brands cross categories.Local brands hold coffee; Chineseplayers lead non-coffee beverage and dessert; Western and local playershold pastry, leaving the biggest openings for Chinese brands inPastry, 3 · Local dishes standardize.The standardization China ran over 20years is expected to reach Southeast Asia in the next 5–10. 4 · China power deepens.More Chinese dining brands and Chinese-leaning flavors enter the region, and local taste shifts toward less sweet, Forecast IV — enhancement of China power in brands and flavors across the region AbouttheData G a o y a nThis Blue Book draws on the Gaoyan Foodservice Research Institute'sSoutheast Asia branch, public country data, Gaoyan's proprietary O v e r s e a sGaoyan offers data across China and Southeast Asia available exclusivelyfrom us:15M+outlet coverage,200M+dish records, 4,300+dish-attribute tags, coverage spanning China's Tier 1–6 cities O V E R S E A S B U S I N E S S · C O N T A C T Stanley Hu Chief Growth Officer & Head of Overseas Business, Co-founder of Merculet (backed by Danhua Capital).Former East-China lead at MediaMind / Sizmek,Greater-China GM of the Tokyo Game Show, and overseas lead at Kuaizi Technology — openingSoutheast Asia for Chinese brands. stanley.hu@goalyeah.com Theteambehindtheresearch The core team of the Gaoyan Foodservice Research Institute, with deep, hands-onexperience across foodservice, digitalization, big data and AI. ShaunYang BillWangFounder · CEO GM · Managing Fudan BI-MBA, founder of Gaoyan RestaurantBig Data, serial entrepreneur. 30+ years in F&B 20+ years in F&B. Former Category GM (Food)at Starbucks China and CCO Greater China for WeeWang JasonChen Chief Chef Officer Former senior commercial analyst at AlibabaLocal Services and strategy & operations Former APAC best culinary advisor at UnileverFood Solutions and dean of the Yang Guo Fu AIEmpowersFoodservice, Gaoyan Technology is a research i