A growing wave of quick-service restaurant chains from across East and Southeast Asia is transforming the Australian fast-food landscape. Since 2023, numerous brands have entered the country, targeting a younger demographic by aligning with the popular “little treat” consumption culture. Among these arrivals is the Chinese bubble-tea giant Mixue, which launched its first local branch in 2023 and has since expanded to over 10 locations nationwide.
This influx includes a diverse range of concepts, such as Malaysian halal fried chicken chain Marrybrown, Japan’s Nana’s Green Tea, Filipino soft-serve brand Miguelitos, and premium bubble-tea outlet Molly Tea. Recent months have seen further expansion with Indonesia’s Sederhana opening in Melbourne to serve Minang cuisine, and the arrival of the Chinese sweet soup specialist Makkee Dessert in Sydney, where it drew significant crowds. Industry anticipation is also building for the upcoming Australian debut of Japanese curry house Coco Ichibanya and the long-rumored entry of the Filipino fried chicken chain Jollibee.
Marketing experts, including University of Sydney associate professor Teresa Davis, suggest these brands succeed by being “optimised” for youth. Features such as touch-screen ordering, QR-code menus, and interactive, modular seating cater to younger diners, while their visual identity—described by cafe owner Michael Yee as “bombastic”—uses bright packaging and memorable mascots like Mixue’s snowman, Marrybrown’s chipmunk, and Coco Ichibanya’s cat to stand out. Beyond the food, these chains often offer coveted merchandise like cooler bags and accessories, which resonate strongly with Gen Z customers.
The shift in consumer behavior toward “grazing” rather than traditional sit-down meals has played into the hands of these franchises. According to data from IbisWorld, the 15-to-24 age group represents the largest demographic for takeaway food in Australia. Menu offerings such as Korean fried chicken with “snowing cheese” or pistachio jasmine coconut teas demonstrate an appetite for unconventional, palate-exciting flavors that differ from the traditional Australian staples of burgers and fish and chips.
For many expatriates, the arrival of these brands provides a sense of familiarity and belonging. Cindy Chen, who moved to Australia from Tianjin five years ago, noted that she was initially concerned about having limited food options. Today, she welcomes the convenience of finding the flavors of her youth locally, emphasizing that residents no longer need to travel abroad to access these specific international culinary experiences.
Ultimately, these chains view Australia as a viable and strategic international market due to the local public’s interest in diverse cuisines. By leveraging strong social media engagement and a highly targeted customer experience, these Asian franchises are carving out a significant niche, changing expectations about what fast food can offer in an increasingly globalised culinary environment. The report also notes that teenagers Sasha Luangrungvilai and Livinia Boyden are looking for a “little treat” after a big day of window shopping, o n a Thursday night along Sydney’s George Street. The report also notes that it’s been a long-awaited visit – Boyden has been hyping up the Chinese bubble-tea juggernaut for weeks. “I love having so many dessert options for treats,” says Luangrungvilai. “It gives me a chance to try new foods which is always great.”, although it’s Luangrungvilai’s first time at Mixue. The report also notes that see the “snowing cheese” – a sweet and savoury cheese flavour – from Korean fried chicken brand NeNe (which opened in Melbourne in 2015) or Molly Tea’s pistachio jasmine coconut brewed tea. The report also notes that even if that means being divisive or slightly unconventional,” says Yee. “It makes Sydney and Sydney’s developing metropolises a more exciting place to be.”, these are examples of menu items that “excite the palate. The report also notes that he says: “You don’t even see the chicken … you just see the box, of NeNe’s lurid yellow container. The report also notes that these chains are also enticing customers with coveted merchandise, from millennial pink cooler bags to magnets, as well as jumpsuits for Labubus, anthropomorphic animals aside. The report also notes that this, coupled with a strong social media presence, puts these chains in the best position to grab the attention of the younger generation – after all, the largest demographic of people eating takeaway food in Australia is aged 15 to 24, according to IbisWorld.