While Kazakh restaurateurs debate service issues, streets of megacities are being filled with bright Chinese franchises. Blue and red signs, hundreds of outlets, queues of teenagers, and abnormally low prices amid inflation – a new market paradox for local businesses. For instance, a cup of ice cream costs 350 tenge compared to 800 in stores, reports Todayinfo.
According to open sources, about 70 WEDRINK outlets operate in Astana alone. Youth and Generation Alpha (born 2010-2024) praise the taste and affordability. The head office of WEDRINK INTERNATIONAL.KZ LLP is led by Zheng Benjin, registered on October 10, 2024. Tax payments reached 1.6 billion tenge, ranking 4th among 39,600 similar enterprises. Average employee salary exceeds 600,000 tenge.
“I analyzed their policy. It’s a game of bright colors and aggressive SMM. They open where a teenager’s life pulses: near schools, gyms, and universities. In Almaty, there are about 140 points, in Astana – about 70. This is not just business; it’s creating a new subculture,” said Alina Krivitskaya, Vice President of the Central Asian Hospitality Association.
The expert notes that the illusion of a “cheap natural product” is false. “A natural product for such money today is a myth. Experience visiting factories in Shanghai shows this is a ‘powder’ industry. Mixtures are purchased in China in huge volumes, only diluted with water here. Low cost is a result of total standardization. This is not everyday food but a cheap dessert attraction,” she explained.
Coffee shops won’t face serious threats, but small kiosks in malls selling ice cream and cocktails risk losing market share due to price competition. Additionally, experts worry about rising sugar consumption among teens. “As a mother of a 16-year-old daughter, I view this trend with caution. We don’t fully understand the composition but clearly see the sugar amount. Parents must realize this is entertainment, not daily food,” Krivitskaya concluded.
