Thursday, May 29, 2025

Building Buffett Brands in Asia?


Warren Buffett invests in brands with moats — businesses that can defend their margins, hold customer loyalty, and outlast trends. But Buffett doesn’t invest much in Asia. If he did, he’d find some powerful homegrown examples quietly applying his exact playbook.

Across Asia, brands like Haidilao, Mixue, and Jollibee are building Buffett-style moats — with their own cultural spin. They’re proving that durable, defensible brand strategy isn’t a Western concept. It’s universal.

Let’s unpack what they’re doing right and how their strategies mirror the very principles Buffett looks for in a world-class brand.

1. Haidilao – The Moat of Obsessive Service

What Buffett would love:

A customer experience moat so deep that competitors can’t replicate it without bleeding cash.

Haidilao didn’t win because of food. It won because of hospitality-as-the-product:

Free snacks and manicures while waiting

Personalised service for solo diners

Staff trained not just to serve, but to surprise

The result? Fanatical loyalty, consistent repeat visits, and massive word-of-mouth. 

Buffett principle in action:

“Your premium brand better be delivering something special…”

Haidilao delivers that something special; every table, every time.

2. Mixue – The Moat of Price and Presence

What Buffett would love:

A brand that wins not by spending big, but by scaling smart and being everywhere that matters.

Mixue sells soft-serve ice cream and tea at almost unbelievably low prices and it still turns a profit. How?

It started in lower-tier cities where rent and competition were low.

It optimized the supply chain to the last cent.

It built brand assets (like the red-caped snowman) that created instant recognition.

Then, once it dominated smaller towns, it scaled up across China and into Southeast Asia.


Buffett principle in action:

“In evaluating a business, the key is not the current profit margins but the durability of the competitive advantage.”

Mixue’s advantage is durable: low cost + ubiquity + familiarity.

3. Jollibee – The Moat of Cultural Relevance

What Buffett would love:

A brand that started niche (Filipino food for Filipinos), built emotional resonance, and scaled globally — without losing soul.

Jollibee didn’t try to beat McDonald’s on McDonald’s terms. Instead, it leaned into local taste, family positioning, and national pride:

Sweet spaghetti, burger steak, rice with gravy. Comfort food for millions

Emotional ads and stories that tie the brand to milestones and memories

A deep connection with the Filipino diaspora abroad

It used that base to expand not just geographically, but emotionally. Jollibee is a love brand, not just a QSR chain.

Buffett principle in action:

“The best business to own is one that over time can develop into a brand with emotional resonance.”

Common Thread: They All Started Narrow, Built Deep, Then Scaled

Each of these brands:

Began with focus — a clear niche, a targeted experience, a narrow demographic

Built trust and distinctiveness — by showing up consistently and memorably

Expanded only when the brand had the moat to defend scale

This is Buffett’s philosophy to the core:

Start with something hard to replicate

Build something customers don’t want to switch from

Then expand from a position of strength

The Buffett Playbook, Asian Edition

If you're building an Asian brand (or working with one), here’s how to apply the Buffett Brand Blueprint:

1. Identify your moat: What makes your offer defensible beyond price?

2. Build trust through behavior, not buzz.

3. Create brand assets that work with minimal spend.

4. Don’t scale until you're unforgettable in one segment.

5. Make belief the foundation — and pricing power the reward.

Buffett Never Used Instagram. He Just Understood People.

This series isn't just about Warren Buffett. It's about enduring brand truths.

Whether you’re in Manila, Shanghai, or Kuala Lumpur, the game remains the same:

Win trust. Build a moat. Then let the brand do the compounding.

Because in the end, the best marketing is this:

A brand that people keep choosing — even when they have every reason not to.

Can you win trust?

Let us help. Call us now at +60378901079 or visit us at roar-point.com

No comments:

Post a Comment