China’s convenience store giant Meiyijia is accelerating its Southeast Asia expansion, opening its first stores in Vietnam under a new overseas brand, Ohmee. 

The initial rollout includes three stores already operating in the capital, Hanoi, marking Meiyijia’s first retail presence outside China.

Ohmee then plans to expand through franchising, following a model that helped Meiyijia scale rapidly to tens of thousands of stores in its domestic market.

Founded in Guangdong in 1997, Meiyijia has grown into one of China’s most dominant convenience chains, with a network of more than 40,000 stores. Its domestic growth has been fuelled by dense urban coverage and strong supply chain efficiency.

The convenience store market in Vietnam is led by major chains such as Circle K, GS25, Ministop, and 7-Eleven. In addition to Vietnam, the brand is reportedly expanding into Malaysia.