Chinese tech giant Meituan announced on Monday (May 12) the official launch of its food delivery service Keeta in Brazil, pledging to invest US$1 billion over the next five years to support its expansion in the market. The announcement coincided with a meeting between Brazilian President Luiz Inácio Lula da Silva and Meituan founder and CEO Wang Xing during the China-Brazil Business Seminar in Beijing, where the two leaders witnessed the signing of the investment agreement.
Under the agreement, Keeta will establish a nationwide real-time delivery network in Brazil to enhance service quality for local users. The platform will also provide partners with integrated services, diversified marketing tools, and digital operation solutions to help Brazilian restaurants and merchants grow their businesses.
Internationalization as a Core Strategy
Wang Xing emphasized that global expansion is a key pillar of Meituan's long-term strategy. "In Hong Kong, where Keeta has operated for two years, our restaurant partners have seen their sales on the platform double," he noted. Since its debut in Saudi Arabia in September 2024, Keeta has rapidly expanded to cover all major cities in the country, with surging user numbers, order volumes, and merchant partnerships.
Strategic Focus on Emerging Markets
The move into Brazil marks Meituan's latest push to tap into high-growth markets. Analysts suggest that Brazil's large, tech-savvy population and booming food delivery sector — projected to grow by 15% annually through 2028 — align with Keeta's ambition to replicate its success in Asia and the Middle East.
Broader Implications
The partnership underscores deepening economic ties between China and Brazil, particularly in technology and digital services. During the seminar, President Lula praised the collaboration as a "step toward inclusive growth," highlighting opportunities for job creation and digital transformation in Brazil's retail and logistics sectors.
Keeta's Brazil launch is set to begin in São Paulo and Rio de Janeiro later this year, with plans to expand nationwide by 2026.
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