The Chinese milk tea powerhouse, Mixue, is rapidly transforming the Southeast Asian beverage market, surpassing global giants like Starbucks and McDonald’s in outlet numbers.
Known as Mixue Bingcheng (“Honey Snow Ice City” in Chinese), the brand has captured the region’s sweet tooth with its affordable selection of bubble tea, coffee, and ice cream.
With over 45,000 stores worldwide, including more than 2,600 in Indonesia, Mixue’s expansion has become so rapid that Indonesians joke that any vacant shop space will soon be a Mixue outlet.
A cup of brown sugar milk tea costs just $1.10—about a third cheaper than rival Taiwanese brand Chatime—while its 50-cent ice cream undercuts McDonald’s.
Momentum Works reports that Chinese food and beverage brands have established over 6,100 outlets in Southeast Asia, with Mixue leading the charge.
Unlike Western competitors, Mixue’s franchise model allows for aggressive expansion, supplying partners with ingredients for bestsellers like Creamy Mango Boba, Mango Oats Jasmine Tea, and Coconut Jelly Milk Tea.
Mixue’s IPO in March 2024 has further boosted its momentum, with share prices doubling since its debut in Hong Kong.
The company’s success underscores China’s growing cultural and commercial influence, proving that Chinese F&B brands are no longer just affordable but highly competitive in quality and innovation.
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