In a nation obsessed with tea, Mixue Ice Cream & Tea has emerged as a global phenomenon by redefining accessibility. With Mixue’s $1 price tag and a catchy jingle that’s gone viral worldwide, this Chinese chain has become the world’s largest food and beverage brand by store count . From its humble beginnings in Zhengzhou to dominating Southeast Asia and beyond, here’s how Mixue is revolutionizing the 茶饮 (cháyǐn) industry.
1. The Origins of a Snowy Empire
Founded in 1997 by brothers Zhang Hongchao and Zhang Hongfu, Mixue started as a small shaved ice shop in Henan Province. After years of trial and error, the brand hit gold with its 1 RMB soft-serve ice cream—a price point unheard of in China’s premium-focused market. By 2024, Mixue’s global footprint exceeded 46,479 stores across 11 countries, surpassing McDonald’s and Starbucks .
- Key Insight: Mixue’s mission—“让全球每个人享受高质平价的美味” (“Make high-quality, affordable deliciousness accessible to everyone”)—drives its relentless pursuit of cost efficiency through vertical integration (e.g., 自建供应链 zìjiàn gōngyīngliàn, or self-built supply chains) .
2. The Mixue’s Model: Low Prices, High Volume
Mixue’s success hinges on a triple-threat strategy:
- Ultra-Affordable Menu: Most drinks cost $1–$2, with bestsellers like lemonade (4 RMB) and milk tea (6 RMB) undercutting competitors by 50% .
- Supply Chain Dominance: Owned factories produce 70% of ingredients (e.g., lemon from Sichuan’s An 岳基地ānyuè jīdì), slashing costs by 25% compared to industry averages .
- Franchise-First Expansion: Over 95% of stores are franchised, with Mixue generating 94% of revenue from selling raw materials to partners—a model that ensures consistency and scalability .
3. Mixue’s Global Expansion: Conquering Southeast Asia and Beyond
Mixue’s overseas journey began in 2018 with a single store in Hanoi, Vietnam. By 2024, it had 4,800+ international locations, making it the largest 茶饮品牌 in Southeast Asia .
- Southeast Asia Success:
- Indonesia: 2,300 stores dominate the market, leveraging local OPPO/Vivo 经销商网络 jīngxiāoshāng wǎngluò (distributor networks) for rapid expansion .
- Vietnam: 1,300 stores thrive by adapting to local tastes—e.g., adding pandan-flavored drinks and partnering with local farmers for fresh ingredients .
- New Frontiers: Japan’s first store in Tokyo’s 表参道商圈 biǎocāndào shāngqu (Omotesando district) and South Korea’s debut near Seoul National University target younger, trend-seeking demographics .
4. Mixue’s Cultural Impact: The Rise of Xuewang (雪王)
Mixue’s smiling snowman mascot, Xuewang, has become a cultural icon. Its 2021 anthem “I Love You, You Love Me” (adapted from Oh! Susanna) racked up 6 billion+ views on Chinese social media, sparking viral parodies in dialects and even K-pop remixes .
- Localized Marketing: In Japan, Xuewang dons a samurai helmet; in South Korea, he raps with a microphone. This cultural chameleon approach ensures resonance across markets .
5. Mixue’s Challenges and Critics
Despite its dominance, Mixue faces hurdles:
- Quality Concerns: Critics argue that ultra-low prices compromise ingredients, though Mixue counters with third-party certifications and strict 品控 pǐn kòng (quality control) .
- Market Saturation: With 57% of Chinese stores in third-tier cities, Mixue must balance expansion with profitability in saturated markets .
- Local Competition: Southeast Asian brands like Vietnam’s Phuc Long and Indonesia’s Tehbotol are fighting back with region-specific flavors and lower prices .
6. Why Travelers Should Try Mixue
- Budget-Friendly Refreshment: A 4 RMB lemonade is the perfect antidote to China’s sweltering summers.
- Cultural Immersion: Visit a store in Wuhan’s 户部巷 Hùbù Xiàng (Hubu Alley) or Shanghai’s 城隍庙 Chénghuáng Miào (City God Temple) to see how Mixue blends modern branding with traditional street food culture.
- Vegan Options: Non-dairy favorites like strawberry shake and passion fruit green tea cater to plant-based travelers .
Conclusion: The Future of Mixue
Mixue’s story is a testament to China’s 下沉市场 xiàchén shìchǎng (low-tier city) revolution. By prioritizing affordability and efficiency, it’s not just selling drinks—it’s democratizing access to quality food. As Mixue continues to expand in Southeast Asia and eye markets like Europe, its snowman mascot may soon become as recognizable as the Golden Arches.
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