From Home Slump to Global Ambition: Chinese Brands Enter the U.S.

Attracted by the prospect of higher profit margins, an increasing number of Chinese consumer brands are expanding their presence in the United States to compensate for weakening domestic demand. During 2025, companies such as toy retailer Pop Mart, lifestyle goods seller Miniso, sportswear leader Anta, and fast-fashion brand Urban Revivo have announced new store openings or expansion plans across the U.S., seeking to gain traction in the world’s most lucrative consumer market despite elevated tariffs and persistent discussions of economic decoupling between Washington and Beijing.

This seemingly paradoxical movement, which began to take shape in 2023 following the pandemic, gathered momentum this year as subdued spending at home pushed Chinese consumer firms to explore overseas opportunities, initially focusing on Southeast Asia before turning to North America. Urban Revivo, frequently described as a Chinese counterpart to Zara, launched its New York flagship store in March. According to Leo Li, chairman and chief executive of its parent company, Fashion Momentum Group, establishing a presence in a global fashion hub such as New York serves as a critical test for expansion elsewhere. Although the group’s annual revenue approached $1 billion last year, Li emphasized that the company remains at an early stage in the U.S. market and must continue to scale operations and achieve sustained profitability to deem the venture successful. He noted that Urban Revivo’s prospects in Western markets would depend on strategic execution, product appeal, and brand value, while downplaying the impact of heightened U.S.–China trade tensions.

An examination of company disclosures and social media activity indicates that several Chinese brands, including Urban Revivo, Auntea Jenny, Chagee, Luckin Coffee, and Mixue, opened their first U.S. outlets in 2025, with Anta planning a store in Beverly Hills. Miniso, which marked the opening of its 100th North American store in 2023, had expanded to more than 420 locations in the region by September. Analysts suggest that younger, price-sensitive Western consumers—already accustomed to shopping on Chinese e-commerce platforms such as Shein and Temu—represent the primary target audience. Industry observers note that many Chinese brands are positioning themselves as affordable yet reliable alternatives, with Anta in particular seen as capable of attracting global customers through competitive pricing, given its leading market position in China ahead of established Western rivals.

Pop Mart, which entered the U.S. market in 2023, operated 41 locations by mid-2025 and has indicated plans for rapid growth. Its chief executive, Wang Ning, highlighted the scale and purchasing power of the U.S. market after reporting that North American revenue had increased more than tenfold. These companies are already proven performers in China’s intensely competitive consumer landscape, and success in the United States could deliver substantially higher margins than those typically achieved in Asia. As one industry consultant observed, firms that have thrived under the pressure of China’s market believe that replicating similar strategies in the U.S. could yield significantly greater financial returns.

Nevertheless, expanding in the United States presents notable challenges, particularly limited brand recognition. Anta’s planned Beverly Hills store and its endorsements from prominent American basketball players are intended to strengthen awareness and credibility among U.S. consumers. Investors argue that the focus is on gradually building trust rather than pursuing overly aggressive expansion. Even so, competitive pricing and the novelty of emerging brands may appeal to younger shoppers. Some consumers perceive these newcomers as offering better value for money, with comparable or superior quality at lower prices than established fast-fashion labels, underscoring the potential appeal of Chinese brands in the American retail landscape.