Chongqing Beer is now brewed locally in Malaysia. This can is one of the first products to roll off the production line at Carlsberg Malaysia's brewery. (Photo/Chongqing Brewery)

Chongqing - Chongqing Beer has become the first Chinese domestic beer brand to launch local production overseas, with brewing now underway in Malaysia, in a milestone for Chinese beer brands going global.

It is now available at 99 Speedmart, Malaysia's largest mini-market chain. The lager comes in a 490 ml can with an alcohol content of 3.8%. The packaging features a red-and-gold color scheme and a hotpot-inspired logo reflecting Chongqing's cultural identity.

For Chongqing Beer, entering the Malaysian market is more than a commercial expansion.

Stefano Clini, Managing Director of Carlsberg Malaysia Group, stated that Malaysian consumers' interest in Chinese brands continues to grow. "This is more than a passing trend," he said.

Clini recently visited Chongqing and said many of his Malaysian friends also travel to the city. In their view, Chongqing is modern, culturally distinctive, and highly developed. The city's growing international profile has helped pave the way for Chongqing Beer in Malaysia.

The expansion has also been supported by the rapid growth of Chinese cuisine in Malaysia and the rising global influence of Chinese brands.

Chinese restaurants have become a major part of Malaysia's dining scene. The number of Chinese restaurants has grown from around 1,000 at the beginning of the century to an estimated more than 15,000 this year. At the same time, Chongqing cuisine is gaining popularity among local consumers.

Perceptions of Chinese brands have also changed, particularly among younger Malaysians. Clini said that while Chinese products were once associated with low prices, they are now increasingly viewed as fashionable and high-quality. Brands such as BYD, Xiaohongshu, and Pinduoduo have helped reshape that image.

Local brewing also brings supply chain advantages. Imported beer typically takes months to reach store shelves, while locally brewed products can be supplied within weeks, improving replenishment efficiency, quality control and price stability.

According to the company's market strategy, Chongqing Beer will expand in two phases. During the first phase, the product will be sold through 99 Speedmart stores nationwide for six months. Clini said the retailer has strict product selection standards and mainly carries well-established brands, making the listing an important market endorsement.

The second phase will begin in 2027, when Chongqing Beer will expand into hotpot restaurants, Chinese restaurants, and local food stalls. Clini said launching first through convenience stores allows the brand to reach a broader consumer base before entering the food service sector.

Product exports to local production abroad

Chongqing Brewery President Li Zhigang said bringing Chongqing Beer to his hometown as a Malaysian Chinese carries special meaning.

"In the past, Chongqing Beer mainly served Chinese consumers. As the brand continues to grow, we hope more overseas consumers will recognize and experience it." Li said, local production in Malaysia marks an important step in expanding a Chinese domestic brand by leveraging Carlsberg's global resources. It is also the result of close cooperation between our Chinese and Malaysian teams.

Previously, most Chinese beer brands entered overseas markets through direct exports and local distributors. Chongqing Beer has adopted a different approach by localizing production, brewing processes, and supply chain operations through Carlsberg Malaysia's brewery.

He Yong, Secretary-General of the China Alcoholic Drinks Association, said the move "not only marks the first overseas production of a Chinese domestic beer brand, but also represents a key step in the industry's transition from exporting products to exporting production capacity."

Independent liquor industry analyst Xiao Zhuqing said the project demonstrates the advantages of resource integration within a multinational company and shows that Chinese brands are exploring deeper forms of internationalization.

At the brand level, Carlsberg has integrated Chongqing Beer into its global production, supply chain, and distribution network. Commercially, the move gives the brand-new growth opportunities in Southeast Asia as competition intensifies in China's domestic beer market. Culturally, Chongqing Beer uses Chongqing's hotpot culture to bring Chinese dining and social experiences to Malaysian consumers.

The company chose Malaysia as its first overseas production base not only for its large ethnic Chinese community, but also for its strategic position as a gateway to ASEAN. Malaysia's ports and logistics network provide efficient access to markets including Singapore, Indonesia, Thailand, and Vietnam.