Meituan’s Dianping grows overseas by catering to Chinese tourists
Meituan’s Dianping is expanding its overseas presence by focusing on Chinese tourists, a strategy distinct from its Keeta food delivery service. Dianping held an awards ceremony in Kuala Lumpur, Malaysia, on August 26, for its “Must-Eat List” and “Must-Visit List.” The overseas Must-Eat List expanded to 20 new cities this year, while the Must-Visit List debuted in 33 cities and regions. This marks Dianping’s first major public overseas initiative since Meituan vice president Tao Xuexuan took over as general manager in mid-April. The company prioritizes building trust and comprehensive merchant information over immediate monetization, viewing group buying deals as a means to verify listings and encourage authentic reviews.
Meituan’s Dianping is pursuing a targeted overseas expansion, focusing on Chinese tourists rather than local consumers, a different approach from its Keeta service. The company’s “Must-Eat List” and “Must-Visit List” have expanded to dozens of new cities and regions, including Kuala Lumpur, Malaysia. Dianping emphasizes building trust and accurate merchant information over immediate transaction volume, using group buying deals to verify listings and gather genuine user reviews. This strategy reflects a long-term view for its international growth, aiming to be the definitive decision-making platform for Chinese travelers abroad. The focus on Chinese outbound tourism points to a significant opportunity in Southeast Asian markets like Singapore, Thailand, and Hong Kong, where transaction offerings are already more robust. Dianping’s commitment to authentic user content and detailed merchant information, even in niche destinations like Reykjavik, Iceland, suggests a methodical approach to establishing a global footprint. The key challenge will be maintaining this user-centric, trust-first model while eventually scaling monetization, especially as independent travel by Chinese tourists continues to grow post-pandemic.
