Mixue has dominated Southeast Asia’s ice cream and tea businesses for five years, having opened its first outlet in Vietnam in 2018. Based in China, where it operates 22,500 stores. Around 1,000 Mixue outlets now operate in several Southeast Asian countries including the Philippines, Thailand and Indonesia. In comparison, despite having been around much longer, there are 10,000 Starbucks outlets and around 9100 McDonalds restaurants throughout the Southeast Asian region.
In Indonesia, Mixue has become a trend on social media platforms. People are posting about their daily cravings for Mixue products and making jokes and memes – it is common to find the brand among Twitter’s trending topics.
