A view of Want Want Group's booth at an exhibition in Shanghai in July. CHINA DAILY
In 2023, Eastroc Beverage began charting a path into international markets. The company, which has built a stronghold in China's competitive energy drinks sector, is now seeking to replicate its success abroad, eyeing markets from Southeast Asia to the Middle East. Its moves signal a larger movement — an accelerating wave of Chinese beverage and snack brands venturing overseas, not just to serve Chinese consumers abroad, but to win over other fans.
When Eastroc Vice-President Hu Yajun was appointed to head the company's international business unit two years ago, the original idea was straightforward — sell to overseas Chinese communities familiar with Eastroc's core product, the iconic yellow-can energy drink.
