Walk through the city centers of Singapore, Jakarta, or Bangkok, and you’ll spot plenty of ads for Chinese brands—especially in 3C electronics, EVs, beauty, and tea drinks.

A few years ago, J-beauty and K-beauty dominated Southeast Asia. But now, C-beauty is gaining real traction among young consumers. Chinese brands stand out with either elegant packaging inspired by traditional aesthetics, or bold, vibrant colors that speak to Gen Z’s personality. They’re also affordable—easy to discover on TikTok and buy without much hesitation.

In the past five years, Chinese beauty brands have seen a staggering 115% compound growth across six Southeast Asian countries. So, what makes C-beauty so appealing? We spoke with Colorkey, the No.1 beauty brand on TikTok Vietnam, to find out the answers.

策划：李艳霞

采访拍摄：赖镇桃

英文配音：李莹亮

编辑：和佳

视频指导：许婷婷