Chinese beverage giant Mixue Bingcheng, often known simply as Mixue, has soared to the top of the global food and beverage (F&B) industry. As of September 2024, Mixue boasted over 45,000 stores globally; eclipsing McDonald’s (43,000+) and Starbucks (40,000+). Although a sizable majority of Mixue outlets are in mainland China, the chain’s international profile has been skyrocketing, particularly in Southeast Asia.
Rapid Expansion Across Southeast Asia and Beyond
Mixue’s presence in Southeast Asia is perhaps most notable in countries like Indonesia, Thailand, Vietnam, and Malaysia, where crowds flock to its ice cream and tea offerings. In Indonesia alone, Mixue has opened 2,600+ outlets, indicative of the brand’s swift franchise-led growth. Social media has become a hotbed of user-generated memes and jokes suggesting that any vacant retail space “will soon become a Mixue.”
Malaysia is emerging as a significant market in Mixue’s global expansion strategy. Although the exact number of Malaysian outlets has not been publicly disclosed, signs of the brand’s rapid proliferation are visible in high-traffic malls, major commercial strips, and suburban neighborhoods. Within just a few years, Mixue has become a familiar name for Malaysians seeking quality drinks and treats without breaking the bank.
Franchisees are key to this expansion. Local entrepreneurs are drawn to Mixue by the brand’s solid reputation, lower franchise fees than many major competitors, and a dependable supply chain. As a result, Mixue continues to expand beyond central hubs to smaller towns, extending its reach to diverse consumer segments.
Catering to Local Tastes and Budgets
A significant factor driving Mixue’s popularity is its affordability. In Malaysia, a cup of bubble tea can be purchased for as little as RM5, undercutting many rival chains. Ice cream can cost RM2, offering an economical sweet treat compared to fast-food outlets. The brand’s coffee drinks also appeal to a growing segment of Malaysian consumers who prefer less expensive options to established Western coffeehouses.
The ability to cater to local palates sets Mixue apart in a competitive market. While staples like bubble tea and soft-serve ice cream remain bestsellers, localized promotions and occasional limited-edition flavors keep customers engaged. These innovations often coincide with festive seasons and national holidays, boosting the chain’s resonance with the local community.
From Shaved Ice Stall to Global Contender
Before it became an international juggernaut, Mixue started in 1997 in Henan, China, as a humble shaved ice stall. Founder Zhang Hongchao spotted the growing appetite for quick, refreshing treats and repositioned the business toward bubble teas, ice creams, and other beverages. The brand’s product line, originally inspired by traditional Chinese tea culture, broadened to include diverse flavors, such as fruit teas, brown sugar milk teas, and coffee.
The crucial turning point was Mixue’s decision to pursue aggressive franchising. By equipping franchisees with standardized supplies, recipes, and marketing materials, Zhang grew the business at a rate that quickly dwarfed many established players. Today, Mixue continues to innovate in its home market and abroad, refining seasonal offerings to stay in sync with evolving consumer preferences.
Part of a Larger Chinese F&B Wave
Mixue’s global success mirrors a wider transformation in how Chinese brands are perceived. No longer just cost-effective producers, Chinese F&B companies, like Haidilao (hotpot) and Luckin Coffee are increasingly recognized for quality and innovation. In Southeast Asia, these brands have quickly gained loyal followings, changing the landscape once dominated by Western fast-food and café chains.
With its sights set on continued growth, Mixue is likely to further adapt its menu and approach in each market to sustain its competitive edge. In Malaysia, observers anticipate intensified localization efforts and deeper expansion into second- and third-tier cities. The brand’s trajectory suggests it will remain a formidable challenger to established F&B chains, captivating consumers with its blend of affordability, variety, and speed of service.
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