Mixue - Sweetening Up The World From Bubble to Sustainable
Chinese ice cream and sweet beverage company, Mixue, has rapidly expanded in Asia. Is the company’s push for franchising sustainable?
At a glance
Country
China
Year Founded
1997
Local Stores
Over 25,000
as of 2023
International Stores
Over 3,000
as of 2023
Abstract
Mixue, a Chinese ice cream and sweet beverage company, has emerged as a global franchising leader, growing from a small shaved ice stall to over 25,000 stores in China and 3,000 internationally. Founded by Zhang Hongchao, Mixue’s success stems from its low-cost, mass-market strategy, accessible franchising model, and efficient supply chain. Its appeal is further amplified by innovative social media campaigns and a playful mascot that resonates with younger audiences.
This case study explores Mixue’s journey, focusing on its adaptability to diverse markets, such as obtaining halal certification in Indonesia, and its strategies for engaging consumers through platforms like TikTok. It also examines challenges, including quality control, internal inefficiencies, and the rising demand for healthier options. The case analyzes Mixue’s franchising approach, market positioning, and strategies to sustain growth while addressing operational challenges and evolving consumer preferences in a competitive global landscape.
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Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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