Happy Lamb: Global Expansion at a Crossroads

Happy Lamb International Catering Chain (Happy Lamb) was an international hot pot restaurant chain, founded in Boston in 2016 and since steadily expanding to 40 stores outside China. From inception, Happy Lamb remained committed to its core concept of Mongolian hot pot, adopting a strategy focused on Western markets. The company actively pursued localization throughout its globalization process-from building product competitiveness and supply chain infrastructure to employee recruitment and training. In early 2026, amid fierce competition in the boom of Chinese cuisine being offered overseas, Yang Ou, vice-president of brand at Happy Lamb, was contemplating the company's next global expansion. The Southeast Asian market offered ample demographic dividends and significant growth potential, but it had already become a highly competitive market. Should Happy Lamb continue prioritizing Western markets or develop Southeast Asia? Ting Liu is affiliated with Hunan Normal University;Fangxue Luo is affiliated with Hunan Normal University;Paul W. Beamish is affiliated with Ivey Business School;Liman Zhao is affiliated with Ivey Publishing