A growing number of fast food and quick service chains from East and Southeast Asia have established a presence in Australia, reflecting a shift in consumer tastes and the country’s evolving culinary landscape. Since 2023, brands such as Chinese bubble tea chain Mixue, Malaysian halal fried chicken brand Marrybrown, Japanese café Nana’s Green Tea, Filipino soft-serve outlet Miguelitos, and Chinese bubble tea premium brand Molly Tea have expanded into the Australian market, with multiple locations now operating nationally.

Mixue, which opened its first Australian store in Sydney in 2023, has quickly gained popularity, now boasting over 10 outlets across the country. Other recent arrivals include Indonesia’s Sederhana, which specialises in Minang cuisine and opened in Melbourne last month, and Sydney’s new Chinese dessert chain Makkee Dessert, known for tong sui, or sweet soups, which drew large queues on its opening day. Japanese curry house Coco Ichibanya plans to open in Melbourne by year’s end, while the Filipino fried chicken chain Jollibee continues to hint at its anticipated Australian launch.

Experts attribute the influx of Asian chains to Australia’s proximity to Asia and the local market’s growing interest in diverse and contemporary cuisines. Teresa Davis, associate professor of marketing at the University of Sydney, notes that Australians “like to think of ourselves as culinarily sophisticated,” and that the country has long embraced a wide range of food cultures. This openness has created a fertile environment for new brands offering novel menu items that excite consumers, even when the flavours are unconventional.

Michael Yee, co-owner of Sleepy Bloc café in Sydney, points out that these fast food outlets often push the boundaries of traditional tastes with offerings such as Korean fried chicken topped with “snowing cheese” or Molly Tea’s pistachio jasmine coconut brewed tea. According to Yee, the presence of these unique dishes enhances Sydney’s food scene by providing fresh sensory experiences.

Marketing strategies also play a critical role in these chains’ appeal. Bright, playful branding—including mascots like Mixue’s snowman, Marrybrown’s Brownie the chipmunk, and Coco Ichibanya’s cat—helps them stand out in a saturated market. Packaging often leans towards bold, eye-catching design that targets younger consumers, particularly Generation Z. In addition to food, many brands offer merchandise such as cooler bags, magnets, and apparel, tapping into a “little treat” culture prevalent among younger demographics.

The customer experience at these outlets is tailored to tech-savvy, younger patrons, featuring touchscreens, QR code menus, and modular seating arrangements that encourage quick and casual dining. Davis observes that this environment is less appealing to older customers but well-suited to a generation that favors intermittent snacking—referred to as “grazing eating”—over traditional sit-down meals. Foods such as fried chicken, skewers, bubble tea, and soft serve fit neatly into this emerging dining pattern.

For some immigrants, the availability of familiar Asian food brands offers a sense of connection and belonging. Cindy Chen, who moved from Tianjin, China, five years ago, said she was initially concerned that Australian food options would be limited to Western staples like fish and chips or steak. She now finds comfort in the presence of familiar chains and feels less compelled to travel abroad to enjoy the tastes of home.

As Asian fast food chains continue to expand across Australia, they are reshaping the local food industry by introducing new flavours, innovative dining formats, and dynamic marketing approaches that resonate with a diverse and youthful customer base.