Premium Biz Post – In recent years, one brand has quietly reshaped the beverage landscape across Asia — Mixue Takes Over Southeast Asia. The Chinese-born franchise, famous for its pocket-friendly ice cream, bubble tea, and coffee, has become a symbol of affordability and accessibility in the region’s highly competitive food and beverage (F&B) industry.
Mixue’s rise to fame is no coincidence. With over 45,000 outlets worldwide as of 2025 — thousands of which are located in Indonesia, Vietnam, and Thailand — the company has managed to capture the hearts and taste buds of millions. Its model of combining low prices with consistent quality has turned it into a cultural phenomenon, especially among young consumers looking for daily indulgence without breaking the bank.
The Rise of Mixue: From Zhengzhou to Global Fame
Founded in 1997 in Zhengzhou, China, Mixue Bingcheng (often simply called Mixue) began as a small, family-run ice cream shop. The founder, Zhang Hongchao, envisioned a brand that could bring sweetness to everyone, regardless of their financial background. This principle remains deeply rooted in the company’s DNA.
In the early 2010s, Mixue started its rapid franchise expansion across China by introducing an ultra-low-cost franchise model. With affordable entry fees and centralized supply chains, small business owners were able to open Mixue stores quickly, ensuring uniform quality and pricing across outlets.
By 2020, Mixue became one of the fastest-growing beverage chains in Asia. Its ability to scale efficiently during and after the COVID-19 pandemic impressed analysts, as many global competitors struggled with logistics and supply costs.
Affordable Luxury for the Mass Market
Mixue’s charm lies in its “affordable luxury” positioning. While competitors like Starbucks and Chatime focus on middle to upper-income consumers, Mixue targets students, office workers, and families who seek refreshing drinks at minimal prices.
For example:
- An ice cream cone costs less than $0.50 USD in most Southeast Asian cities.
- Signature milk tea and fruit teas range between $1 to $1.50 USD, significantly cheaper than premium brands.
This low-price strategy has proven especially successful in markets like Indonesia, Vietnam, and the Philippines, where youth populations and coffee culture are booming but price sensitivity remains high.
In Jakarta, Mixue stores often see long queues even on weekdays, with social media buzzing about their “budget-friendly sweetness.” On TikTok, the hashtag #MixueIndonesia has amassed millions of views, turning the red-snowman logo into a digital icon of Gen Z lifestyle.
A Rival to Starbucks and McDonald’s
Mixue’s aggressive expansion has not gone unnoticed. Industry analysts now view it as a serious contender to established giants like Starbucks, McDonald’s, and KFC — particularly in the beverage and dessert segments.
While Starbucks focuses on high-end urban locations with premium pricing, Mixue has penetrated tier-2 and tier-3 cities as well as smaller neighborhoods. This grassroots approach gives it an unmatched local presence and accessibility.
Moreover, Mixue’s menu innovation plays a key role in its success. By offering not just bubble tea but also coffee, smoothies, and snacks, Mixue competes across multiple F&B categories simultaneously — a strategy that even large brands struggle to execute efficiently.
A 2025 report by Euromonitor International noted that Mixue’s sales growth in Southeast Asia outpaced both Starbucks and McDonald’s beverages combined, emphasizing its unique ability to blend affordability with scale.
Localization: The Secret Ingredient
One major reason for Mixue’s success in Southeast Asia is local adaptation. The brand doesn’t merely export Chinese flavors; instead, it studies regional palates closely.
In Indonesia, for instance, Mixue introduced drinks with tropical fruits like mango and coconut, while in Vietnam, the company offers less-sweet variants that align with local preferences. Even the interior design of Mixue stores changes slightly per country — mixing Chinese minimalism with local cultural motifs.
Mixue’s marketing approach is equally localized. The company leverages social media trends, influencer collaborations, and meme marketing to resonate with younger consumers. The brand’s mascot — a smiling snowman with a crown — has become a beloved symbol that regularly trends on TikTok, Instagram, and local chat apps.
The Business Model Behind the Boom
At the heart of Mixue’s expansion is its vertically integrated business model. Unlike many franchises that rely on third-party suppliers, Mixue manages its own production lines for ingredients, syrups, and packaging. This structure enables strict cost control and ensures consistent flavor across thousands of outlets.
Furthermore, Mixue’s franchise fees are among the lowest in the industry — a factor that has attracted tens of thousands of small entrepreneurs. The centralized training system ensures that even first-time franchise owners can operate efficiently.
Mixue’s parent company, Henan Daka Food and Beverage Co., Ltd., operates multiple manufacturing centers in China and has started setting up regional hubs in Malaysia and Vietnam to support Southeast Asian growth.
This structure has turned Mixue into one of the most scalable beverage chains in history — capable of opening hundreds of stores per month without compromising quality.
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Challenges Ahead: Quality Control and Brand Saturation
Despite its impressive growth, Mixue faces challenges that could test its long-term stability.
One major concern is brand saturation. In cities like Hanoi and Surabaya, new Mixue stores sometimes open within walking distance of each other. This rapid growth risks cannibalizing sales among nearby outlets.
Quality control is another concern. Maintaining consistent taste and service standards across 45,000 stores is a monumental task. Social media occasionally highlights variations in product quality or customer service, which could impact brand reputation if left unchecked.
Additionally, Mixue’s ultra-low pricing means thin profit margins, making it vulnerable to fluctuations in supply chain costs or economic downturns. However, analysts note that its vertical integration offers enough flexibility to adapt quickly.
Mixue’s Cultural Impact
Beyond business metrics, Mixue has achieved something that few F&B brands can claim: cultural relevance.
In countries like Indonesia, Vietnam, and Thailand, Mixue is not just a drink shop — it’s part of youth culture. Students use Mixue outlets as casual hangout spots; social media users create memes, fan songs, and even parody videos celebrating the brand’s cheerful mascot.
The snowman logo has become a digital meme icon, symbolizing affordability and joy. This organic virality has given Mixue massive free publicity across social media platforms — a marketing advantage that traditional brands can’t easily replicate.
Sustainability and Future Plans
Looking ahead, Mixue aims to strengthen its environmental and social credentials. The company has announced plans to reduce plastic usage by switching to biodegradable cups and straws in 2026. It’s also exploring solar-powered supply centers to lower operational emissions.
In terms of expansion, Mixue plans to open stores in India, Australia, and the Middle East by 2027. Southeast Asia, however, remains its most profitable and strategic region. With a growing middle class and strong youth demographics, the region offers fertile ground for Mixue’s next stage of growth.
The company has also hinted at developing a mobile ordering app and loyalty program, tapping into the booming digital payment ecosystem across ASEAN countries.
Mixue’s Strategy in Perspective
Mixue’s success is not just about cheap drinks — it’s a case study in smart scaling, cultural adaptation, and mass-market appeal. The brand’s approach aligns perfectly with Southeast Asia’s economic structure: youthful populations, social media culture, and rising disposable income.
Where global chains rely on luxury and status, Mixue thrives on simplicity, consistency, and affordability. Its slogan, often translated as “Sweetness for Everyone,” captures its inclusive mission.
As Mixue continues to expand, competitors will likely adjust pricing and introduce localized menus to keep up — signaling a new era of “democratized indulgence” in Asia’s food and beverage scene.
The story of Mixue is far from over. What started as a small ice cream shop in China has evolved into a global beverage empire redefining how affordability meets quality.
While challenges lie ahead — from maintaining quality to ensuring sustainability — Mixue’s momentum shows no signs of slowing. Its success in Southeast Asia serves as both an inspiration and a warning to established brands: the future of F&B belongs to those who understand local culture, move fast, and make happiness affordable.
