Five ways retailers are growing private label in Asia

For many years, private label in Asia lagged behind other markets because Asian shoppers preferred established local and international brands. Well-known brands are seen as more trustworthy, aspirational and higher quality. However, this is changing quickly due to shifting perceptions of quality, value-seeking behaviour of shoppers and cost-of-living concerns. In this article, we highlight five ways retailers are driving private label growth in Asia.

1. 7-Eleven (Japan) - extensive food-to-go offerings

Seven & i Holdings manages convenience chain 7-Eleven in Japan, which is especially strong in its private label food-to-go assortment. Food-to-go offerings on the shelves ranging from onigiri, sandwiches and full meals help 7-Eleven to cater to various meal occasions. The retailer is refreshing its range to remain relevant and is speeding up the product innovation process with the help of generative AI.

A key focus on 7-Eleven Japan’s private label is in boosting its sales of freshly made food counter items. It is strengthening its range in Seven Café bakery and tea to provide more food-for-now options. It is also catering to health-conscious shoppers through its 100% natural fruit and vegetable smoothies.

2. CU by BGF Retail (South Korea) – collaboration with a popular Netflix programme

CU in South Korea had launched over 3500 SKUs of new private label products in 2024. Its private label range nearly covers all categories and is strongest in food-to-go categories and snacks. By the end of 2024, it has partnered with apparel and cosmetics brands to launch CU-specific SKUs that are priced lower than the high street stores. In 2025, it will continue to rollout more H&B and health-related private label products to acquire new shoppers.

CU partnered with the popular Netflix show, Culinary Class Wars, to increase its brand exposure and build a robust foundation for its private label new product development. It first appeared in an episode of the show, which required contestants to use any products found in the CU store to create a new recipe. The winning chef used the cream from the Yonsei cream bun product to create a chestnut tiramisu, which became the signature dish of the show. After the show ended, CU has officially partnered with the winning chef to launch the chestnut tiramisu product, which was sold out in 20 minutes during the pre-sale period. When we visited a CU store in May 2025, the chestnut tiramisu product was placed side-by-side with the Yonsei cream bun product to remind shoppers of the show.

3. Yonghui (China) - rebranding private label

Yonghui positions itself as a national supermarket in China with a mission to build a strong private label brand, YONGHUI. Inspired by European benchmarks and global retailers like Sam’s Club and Costco, it aims to develop high-quality, value-driven products that resonate with Chinese shoppers and elevate its brand identity.

Yonghui’s initiative centres on creating “hero products” - high-performing items that can drive over 10% of store sales. This strategy draws inspiration from Pangdonglai, a respected regional Chinese retailer known for its customer-first approach. Yonghui aims to build a unique value proposition by developing hero products that deliver core value, encouraging shoppers to visit and make purchase. The retailer gives its private label products prominent shelf space to enhance visibility, positioning them as key traffic drivers and brand differentiators. Examples include vegetarian savoury snacks and dried apple crisps, reflecting growing health awareness.

4.  TOPS by Central Retail (Thailand) – partnering local communities

TOPS in Thailand is developing a wide range of products under its private label range. It is aiming to increase revenue from private label by more than 20% in 2025.  Its private label portfolio includes over 5,000 products spanning 10 categories and more than 80 brands.

One of its premium private label is My Choice brand. The retailer works with a local melon farming group to develop melon greenhouses and establish a more advanced standardised packing facility. The farming group began as a collective of like-minded local farmers with an interest in melon cultivation. Today, the group has grown to include 30 households, with a total of 100 greenhouses under cultivation. Apart from being sold in Thailand, the melon is now being exported to other countries, including Singapore.

5. FairPrice (Singapore) – strong pipeline of new products for next two years

FairPrice has over 3,500 products in more than 70 categories under its range of private label products. Its revenue is close to SGD1 bn in 2024, or 20% of FairPrice Group sales in 2024.

FairPrice has been working to bring excitement to the snacking category with bold and daring flavour innovations. Snacks are one of the top three categories through which shoppers of all ages first encounter FairPrice’s range of private label products. It even creates seasonal and limited-edition products through its SG60 range to celebrate Singapore’s National Day. It has shaped shoppers’ perception about its FairPrice brand by creating relevant local flavours that are differentiating and great quality.

Learn more about private label around the world in our latest Global private label trends report.