Carlsberg Malaysia has achieved a milestone by locally producing ChongQing beer, the first Chinese local beer brand brewed outside China. This achievement drew a delegation of leading Chinese media to Kuala Lumpur to witness first-hand how one of China’s most recognised beer brands is expanding beyond its home market through local brewing as well as the growing influence of Chinese brands, food culture and dining experiences in Malaysia.
ChongQing beer, crafted in Chongqing since 1958, is a staple of China’s vibrant food scene and fits well with Malaysia’s growing local beer market. With its 3.8% ABV, this light and refreshing lager is sold in 490ml cans at 99 Speedmart outlets, complementing flavorful Chinese dishes and communal dining.
“In recent years, Malaysian consumers have shown growing interest in Chinese brands and lifestyles. Consumption occasions such as hotpot and Chinese cuisine have become increasingly popular. The introduction of ChongQing beer into the Malaysian beer market not only provides consumers with more choices, but also enriches the experience of Chinese dining culture,” Stefano Clini, Managing Director of Carlsberg Malaysia said during a media interview.
“As the first brewery in the world to produce ChongQing beer outside China, we are proud to combine our brewing craftsmanship, product innovation expertise, nationwide route-to-market network to iconise ChongQing beer – being the first and only Chinese beer brewed in Malaysia,” he elaborated.
The media group included representatives from major Chinese media organizations like People’s Daily Online Chongqing, Hualong Net, Upstream News, Chongqing Daily, Yicai, Western China International Communication Organization, Liangjiang TV, 21st Century Business Herald, National Business Daily, and Chongqing WeMedia Association.
During their two-day visit, the media learned about the brewing process, innovation, and market development of ChongQing beer, which is now produced outside China for the first time. They discussed how ChongQing beer is growing beyond its original market and how Chinese food is becoming more popular in Malaysia. They were impressed by the investment in ChongQing beer that allowed it to expand from simply exporting to producing locally overseas, marking a new achievement for Chinese brands in the region.
Every step of the brewing process, from recipe adjustments to quality checks, was carefully planned to make sure the beer brewed in Malaysia stays true to the refreshing taste that fans of ChongQing beer enjoy.
A significant factor in this success was Roger Li, Regional Sustainability Director at Carlsberg Asia, who formerly was the Supply Chain Director for Carlsberg Malaysia. He played a crucial role in sharing knowledge and aligning efforts between the teams in China and Malaysia from August 2025 to June 2026. With over 20 years of experience in production and brewery management at Chongqing Brewery and Carlsberg China, Roger provided valuable insight into brewing and quality management.
“Having started my brewing career in ChongQing, it is especially meaningful to see this iconic beer brewed in Malaysia while preserving ChongQing beer’s refreshing, smooth and easy-drinking distinctive character that consumers have come know and enjoy. By brewing locally, ChongQing beer becomes more accessible to consumers while staying true to its distinctive character and quality,” said Roger.
The brand would like remind to always #CELEBRATERESPONSIBLY. If you drink, don’t drive. For non-Muslims aged 21 and above only.