Food retailers have been expanding rapidly in Asian countries yet may face unexpected problems with consumer acceptance of private labels due to cultural differences. PL acceptance has thus far been low in Asian markets, yet few studies have been conducted to explore potential issues related to culture. This study explores Thai and Chinese shopper behavior and their level of satisfaction with PL brands. This study finds that Chinese are more time pressured and price conscious, and have more trust in established brands, whereas Thai consumers have more experience with PL, and also higher satisfaction.