From milk tea to hot pot, Chinese chains find scale, profit in Korea

How Koreans feel about China is one thing. How they eat and drink is another.

Chinese brands are settling deeper into Korea, with milk tea chains and hot pot franchises now occupying prime spots in major commercial districts nationwide. Their presence is nothing new, but the latest wave competes less on origin than on offer.

“With malatang, milk tea, and hot pot winning over younger consumers, the image of Chinese food has shifted considerably,” one industry official said. “Many of these brands now market themselves as premium experiences…”