Whether you’re in Japan, South Korea, Singapore, Australia, or Southeast Asian countries like Indonesia, Vietnam, Malaysia, Thailand, the Philippines, Laos, or Cambodia, you’ll experience the same fresh squeezed lemonade and ice cream. This is the essence of MIXUE’s “Consumption Equality.”...
Mixue, a Chinesebubble teabrand, emerged from a small stall in 1997. Known for sellingaffordablebubbleteaand ice cream, Mixue’s growth was initially slow. But in 2019, the brand discovered the power of viral content and released a song that quickly gained popularity. Suffice it to say, i...
The company maintains a low-price strategy overseas.In Vietnam, it set the price of bubble milk tea at 25,000 VND (7 yuan), the averagecostof local milk teain the country. In Singapore, local media reported on Mixue Bingcheng’s iconic ice cream cone, saying that although it cannot be...
For this reason, even though Mixue has found success in China serving products like lemonade and ice cream for prices between RMB 2–4 (USD 0.2–0.5), it holds the ambition to conquer overseas markets as well. According to the prospectus it submitted in September 2022, Mixue is actively...
(7 yuan), the averagecostof local milk teain the country. In Singapore, local media reported on Mixue Bingcheng’s iconic ice cream cone, saying that although it cannot be compared with premium Italian ice cream, the price of 1 Singapore dollar (4.8 yuan)was good enough to satisfycustomers...