Generating key takeaways...
At CES 2025, Chinese firms showcased their rapid international growth, from AI-driven innovations and cutting-edge drones to popular consumer brands and cultural exports, signalling a new era of global influence.
At CES 2025, artificial intelligence took centre stage, showcasing the expansive and practical applications Chinese companies are pioneering in global markets. These firms displayed AI-driven innovations that cut across home appliances, eyewear, baby care, beauty, and musical instruments, illustrating China’s shift from manufacturing hubs to innovation leaders poised for international influence.
Chinese hardware exports surged notably, with companies like Narwal experiencing over 200% growth in emerging markets during the first half of 2025. Meanwhile, Zero Zero Robotics, a company specialising in intelligent flying cameras, set new crowdfunding records in Japan with their latest product, the HoverAir Aqua. This fully waterproof drone, designed for water-based activities, offers advanced features such as a top speed of 34 mph, 23 minutes of flight time, and IP67-rated waterproofing, enabling it to take off and land on water, a remarkable innovation reflecting the company’s technology focus. Zero Zero Robotics’ history of innovation includes successful collaborations with Apple and a strong funding base of over $50 million from investors like IDG and GGV Capital, highlighting its reputation in the consumer drone segment. The company further expanded its product line with the ultra-light HOVERAir X1, a self-flying pocket-sized camera that raised over $1.7 million on Indiegogo, emphasising the appeal of intelligent, portable drone technology.
In consumer goods, Chinese brands are increasingly making a mark overseas. Pop Mart’s Labubu designer toy series drew significant crowds in the US and Europe, with international revenue in 2024 soaring to RMB 5.07 billion, a remarkable 375% year-on-year increase. Miniso, operating in 112 countries with more than 3,200 overseas stores, similarly solidifies China’s cultural export through retail. Food and beverage enterprises, including Heytea and Chen Xiang Gui, have smartly localised their offerings to suit overseas consumers, enhancing their appeal. Heytea, for instance, has seen rapid expansion, growing its international network to over 115 stores in eight countries and sold nearly 2.5 million cups of its signature coconut mango drink abroad. Shaxian Delicacies opened a flagship store in Riyadh, achieving RMB 50,000 on the first day, illustrating the appetite for authentic Chinese food brands in global markets. Luckin Coffee is also advancing its global footprint, preparing to open outlets in New York City, marking a significant step for the coffee chain in the competitive US market.
Cross-border e-commerce continues to be a critical avenue for growth, with imports and exports reaching RMB 1.32 trillion (USD 184.8 billion) in the first half of 2025—a 5.7% increase year-on-year. This growth in online retail is complemented by progress in offline retail expansion, supporting China’s broader ambition to build influential global consumer brands transcending the limitations of export-driven models.
Chinese tea chains exemplify this international momentum. Mixue Bingcheng leads the charge with over 5,000 overseas stores, dominating markets in Indonesia, Vietnam, Malaysia, and Thailand, and aims to surpass 6,000 outlets globally by the end of 2025. Heytea and Naixue have strategically located flagship stores in high traffic areas of New York and Los Angeles, targeting premium branding and localized taste adaptation. Chagee, with nearly 170 overseas locations and plans for significant expansion in Southeast Asia and North America, exemplifies the varied strategies Chinese brands employ to capture diverse markets.
In apparel, the picture is more nuanced. While overall exports declined slightly by 0.2% year-on-year in the first half of 2025, key players like Li-Ning and Anta are strengthening international operations. Li-Ning, leveraging a joint venture with Sequoia Capital, is targeting systematic overseas growth, while Anta has established 243 international stores and is preparing to open its first self-operated store in the US, reflecting an ambition to compete head-to-head in mature global markets. Brands like HLA and Urban Revivo are carving niches in Southeast Asia, Europe, and North America, selecting prime retail locations to elevate their international profiles and appeal to high-spending consumers.
The rise of Chinese designer toys and cultural IP brands is another highlight. Pop Mart’s aggressive overseas expansion is mirrored by Miniso’s scale and 52Toys’ rapid revenue growth, especially in Southeast Asia. These brands are innovating on original IP development and adjusting marketing to comply with diverse international regulations, aiming to establish China’s pop culture as a global phenomenon.
In consumer electronics and home appliances, China continues to hold a competitive edge. Companies like Huawei, Xiaomi, Haier, DJI, and Transsion dominate various product categories, from robot vacuums to smartphones and drones. Haier’s expansive global supply chain supports operations in over 100 countries, with overseas revenue accounting for more than half of its total, bolstered by acquisitions like GE Appliances in North America. DJI maintains a 70-80% share of the global consumer drone market, expanding retail presence from Asia Pacific to Europe and North America, including flagship stores and partnerships with Apple. Transsion’s dominance in emerging markets—achieving significant shipment growth in Latin America, Southeast Asia, and the Middle East—exemplifies the Chinese strategy of capitalising on underpenetrated regions through strong after-sales networks. Meanwhile, Xgimi, a pioneer in international projector markets, posted over $168 million in international revenue in 2024 and has established a direct consumer approach via Amazon and major retailers such as Best Buy and Walmart.
Overall, the trajectory for Chinese companies expanding abroad reveals a sophisticated blend of leveraging technological innovation, localising products, diversifying brand presence, and navigating trade complexities. This multi-faceted strategy is not without challenges—including price pressures, trade policy uncertainties, and the need for cultural sensitivity—but represents a dynamic, ongoing integration of Chinese brands into the global economy, positioning them as emerging leaders with ambitions far beyond export manufacturing.
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Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative was published on 5 September 2025, making it current. The HoverAir Aqua crowdfunding campaign began on 21 August 2025, with the product expected to ship in December 2025. ([techradar.com](https://www.techradar.com/cameras/drones/crowdfunding-begins-for-the-worlds-first-water-born-flying-camera-heres-what-you-need-to-know-about-the-hoverair-aqua?utm_source=openai)) The report includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged. The article includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged. ([techradar.com](https://www.techradar.com/cameras/drones/crowdfunding-begins-for-the-worlds-first-water-born-flying-camera-heres-what-you-need-to-know-about-the-hoverair-aqua?utm_source=openai))
Quotes check
Score:
9
Notes:
The report includes direct quotes from Zero Zero Robotics’ crowdfunding campaign, which began on 21 August 2025. ([techradar.com](https://www.techradar.com/cameras/drones/crowdfunding-begins-for-the-worlds-first-water-born-flying-camera-heres-what-you-need-to-know-about-the-hoverair-aqua?utm_source=openai)) No earlier usage of these quotes was found, indicating potential originality.
Source reliability
Score:
7
Notes:
The narrative originates from KrASIA, a reputable organisation known for its coverage of Asian technology and business news. ([kr-asia.com](https://www.kr-asia.com/?utm_source=openai)) However, the report includes information from Zero Zero Robotics’ crowdfunding campaign, which began on 21 August 2025. ([techradar.com](https://www.techradar.com/cameras/drones/crowdfunding-begins-for-the-worlds-first-water-born-flying-camera-heres-what-you-need-to-know-about-the-hoverair-aqua?utm_source=openai)) This suggests that the narrative may have been based on a press release, which typically warrants a high freshness score.
Plausability check
Score:
8
Notes:
The claims about Chinese brands expanding abroad, including Zero Zero Robotics’ HoverAir Aqua crowdfunding success in Japan, are plausible and supported by recent developments. ([techradar.com](https://www.techradar.com/cameras/drones/crowdfunding-begins-for-the-worlds-first-water-born-flying-camera-heres-what-you-need-to-know-about-the-hoverair-aqua?utm_source=openai)) The report lacks specific factual anchors, such as names, institutions, and dates, which reduces the score and flags it as potentially synthetic.
Overall assessment
Verdict (FAIL, OPEN, PASS): OPEN
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The narrative is current and includes original quotes from Zero Zero Robotics’ recent crowdfunding campaign. However, it appears to be based on a press release, which may justify a higher freshness score but should still be flagged. The lack of specific factual anchors and reliance on a press release raises concerns about the report’s originality and potential for disinformation.
