Zuliz’s recent opening of a store in the Philippines marks a significant milestone in their international expansion, adding another crucial location to their overseas footprint. Following the launch of stores in Singapore and Malaysia, this establishment in the Southeast Asian market represents the brand’s third important move, solidifying its presence and making a vibrant statement for Chinese elderly shoes brands venturing abroad.
As a leading brand with a decade-long commitment to the aging industry, Zuliz’s journey into international markets was no coincidence. By June 2025, they had secured 458 patents related to elderly shoes, maintained the top national sales position for five consecutive years, and their brand value of 13.545 billion RMB placed them in the “Top 500 Chinese Brands” for four consecutive years. With the operational experience of nearly 3,000 offline stores in China and their role as the first drafting unit of the national standard for “Elderly Shoes,” the brand possesses formidable strength to venture abroad. “When product strength and industry influence reach a certain level, expanding internationally becomes a natural choice to seek greater market opportunities,” shared a company representative in an interview, highlighting the collective aspiration for national brand advancement.
The selection of the Philippines market subtly reflects Zuliz’s precise assessment of overseas demand. This Southeast Asian country not only has a significant Chinese diaspora but also has a pressing need for elderly-friendly consumer products. “89% of seniors worldwide have foot deformity issues, making specialized elderly shoes a universal necessity,” shared the head of Zuliz’s overseas business. The brand’s breathable and slip-resistant designs tailored for the tropical climate of the Philippines quickly gained favor among local Chinese families during the store’s opening. This strategy of “experience replication + local innovation” has been the key to success, as seen with the daily sales surpassing 100 pairs in the first Zuliz store in Singapore and selling 114 pairs on the opening day of the Malaysian store. From the debut of the “ZULIZ” brand in Singapore to securing distribution agreements in Malaysia and now the opening of the Philippines store, Zuliz’s international expansion model is becoming clearer.
Noteworthy is the brand’s precise localization of their products globally: enhancing waterproof features for the humid climates of Southeast Asia and developing dust and abrasion-resistant designs for the Middle Eastern market. This profound respect for diverse regional user needs not only elevates “Made in China” beyond its cheap label but also showcases the meticulous craftsmanship in their transoceanic products. Industry experts view Zuliz’s international expansion as transcending mere commerce. The 2025 brand slogan upgrade to “Zuliz from China,” transitioning from “Recognized” to “China,” reflects the cultural confidence of a national brand. Infusing the traditional Chinese concept of filial piety into product design – widening shoe lasts to accommodate varied foot shapes and incorporating slip-resistant outsoles for safe mobility – these details reflect a compassionate touch rooted in Chinese culture. “We bring not just shoes but also the manufacturing prowess and respect for the elderly embodied by Chinese brands,” as expressed by the founder of Zuliz, encapsulates the brand’s profound values in their overseas ventures.
Standing at the forefront of the global silver economy, Zuliz’s momentum shows no signs of slowing down. Reports suggest that the brand has initiated market research in the Middle East, Europe, and Oceania, with plans for global partnerships underway. From the Intelligent Footwear Industrial Park in Sui County, Henan, to the red signage of their Philippines store, this cross-border journey witnesses the transformation from “Made in China” to “China Brand.” As each pair of Zuliz elderly shoes hits the streets of the Philippines, they carry not just the brand’s growth but also the warmth of Chinese culture. Amid the wave of Chinese products going global, this “walking power” is showcasing a more trustworthy and endearing image of China to the world.
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