Xin Lang Ke Ji·2025-10-28 09:36Core Insights - Wen Qin, former General Manager of Meituan's Retail Division and COO of Yiqi Education Technology, has returned to Meituan to oversee the Keeta business in Brazil [1][2] - Meituan plans to invest $1 billion in Brazil over the next five years to develop its food delivery service, Keeta [2] Group 1: Leadership Changes - Wen Qin has a history with Meituan, having held various senior positions from 2010 to 2017, including roles during significant events like the "Battle of a Thousand Groups" and the merger of Meituan and Dianping [1] - After leaving Meituan in 2017, Wen Qin worked at Yiqi Education Technology until April 2023 [1] Group 2: Business Expansion Plans - Keeta will officially launch operations in Brazil on October 30, with initial pilot cities being Santos and São Vicente in São Paulo state [2] - As of mid-October, Keeta has registered over 700 restaurant brands in the two pilot cities [2] - The company aims to expand to 15 metropolitan areas and cover 1,000 major cities within five years, with a target of registering 100,000 delivery riders by June 2026 [2]