随着全球市场格局和产业链条的变化调整，不少国家的百年老店面临前所未有的挑战。面对竞争压力， 一些"老字号"积极传承和创新特色产品，不断提升品牌影响力。本报记者近期走访了马来西亚、日本、 埃及的一些百年老店，倾听这些"老字号"创新发展的故事，在"变与不变"之间探寻"金字招牌"越擦越亮 的答案。 马来西亚肉骨茶—— "用现代人理解的方式进行创新和发扬" 马来西亚首都吉隆坡向西约40公里，有一座小城巴生。巴生是马来西亚历史最悠久的城市之一，拥有该 国最大的货运港口巴生港，也是马来西亚著名美食肉骨茶的发源地。"来到巴生，没吃肉骨茶，就不算 来过巴生。"这是流传于巴生坊间的一句话。据统计，巴生大街小巷的肉骨茶店铺有五六百家，其中不 少都有近百年的历史。 当地久负盛名的盛发肉骨茶坐落于巴生火车站附近的一条老街上，因店铺开在大桥下，也被食客们亲切 地称为"桥底肉骨茶"。中午时分，店里食客众多，老板李传德跟着员工忙上忙下。"从我爷爷那时算 起，我们家做肉骨茶已经有上百年，我是第三代。"李传德的爷爷是马来西亚肉骨茶创始人李文地。最 初，由于李文地制作的肉汤味道上乘，顾客便将该肉汤称为"肉骨地"。巴生当地华人以福建人居多，在 闽 ...

Investment Rating - The report indicates a positive investment outlook for Chinese consumer brands expanding overseas, particularly in Southeast Asia, with a focus on Singapore as a strategic market entry point [1][13]. Core Insights - China's cultural soft power has significantly improved, ranking second globally from 2020 to 2025, surpassing Japan, the UK, and Germany, creating favorable conditions for Chinese brands to expand internationally [1][3]. - The tourism industry is a key driver for cultural exchange, with a projected 96% year-on-year increase in inbound tourists to China in 2024, enhancing the international visibility of Chinese brands [1][3]. - Successful overseas expansion requires brands to adapt to local market demands, as demonstrated by Haidilao's localized menu offerings in Singapore [1][2][4]. - Strong supply chain management is crucial for maintaining competitive pricing and product quality, as seen with brands like Mixue Ice City and Luckin Coffee [1][5]. - Singapore's favorable business environment, including tax incentives and a high percentage of Chinese residents, positions it as a gateway to Southeast Asia and beyond [1][13]. Summary by Sections Cultural Influence - The rise of China's cultural soft power is a significant factor in the successful internationalization of consumer brands, with food and entertainment serving as effective cultural ambassadors [3][17]. - The increase in inbound tourism to China is expected to bolster the recognition and acceptance of Chinese brands abroad [3]. Market Entry Strategies - Brands must prioritize location selection and adapt their strategies based on local market analysis, including understanding transportation networks to identify key commercial areas [1][14]. - Localized product offerings and strong supply chain capabilities are essential for success in foreign markets [5][11]. Case Studies - Haidilao's success in Singapore, with 22 outlets and monthly sales exceeding 2.5 million SGD at peak times, exemplifies effective localization and service excellence [2]. - Mixue Ice City has expanded to 31 stores in Singapore, leveraging its supply chain and appealing to young consumers [2]. - Luckin Coffee's unique positioning by blending tea and coffee cultures has resonated well with the younger demographic in Singapore [2]. Strategic Considerations - Brands should view international expansion as a long-term strategy, focusing on building a global supply chain and cultivating a team with international perspectives [18]. - The potential for overseas markets to serve as blue oceans for brand growth and risk diversification is significant, as evidenced by successful cases in various sectors [17].