Chinese on-demand services leader Meituan has announced a major international expansion, revealing plans to launch its Keeta food delivery platform in Brazil. The company committed to investing US$1 billion in the South American market over the next five years, as it seeks to replicate the success it has seen in Hong Kong and Saudi Arabia. The deal was signed during an event held in Beijing on Monday, attended by visiting Brazilian President Luiz Inácio Lula da Silva.
The move marks Meituan’s most ambitious global push to date. According to the company, Keeta’s upcoming launch in Brazil will focus on building a comprehensive national delivery network. This will include significant support for local restaurants and merchants through advanced digital tools and marketing solutions designed to boost operational efficiency and business growth. Keeta also aims to provide flexible job opportunities for couriers across the country.
Meituan’s founder, Wang Xing, emphasized the strategic importance of entering Brazil’s market, citing its large population and growing appetite for on-demand services. “Brazil represents a key international opportunity for us,” he said. “We are dedicated to improving the consumer experience, helping our restaurant partners grow, and providing meaningful work opportunities through our delivery platform.”
A photo of President Lula standing alongside Wang has since gained significant attention on Chinese social media platforms. The 46-year-old billionaire tech founder, with an estimated net worth of US$11.7 billion, is known for maintaining a low public profile, making the image a rare moment of visibility.
The launch of Keeta in Brazil continues Meituan’s efforts to diversify beyond its domestic Chinese market and strengthen its international presence. The company’s strategy includes not only the deployment of food delivery services but also investment in digital infrastructure and local business ecosystems.
With Brazil’s dynamic urban centers and rapidly growing middle class, the country offers a fertile ground for food delivery platforms. Meituan’s substantial financial commitment reflects confidence in the long-term potential of the Brazilian market, as well as a broader ambition to become a global player in the on-demand economy. The company’s plans underscore the growing significance of cross-border digital services and China’s increasing role in shaping global consumer tech trends.
READ MORE: