Mixue Ice Cream & Tea
A Chinese multinational ice-cream and tea chain built around low prices, franchising, and centralized supply.
Last updated October 9, 2026
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Overview
Mixue Ice Cream & Tea is a Chinese multinational food-service brand specializing in soft-serve ice cream, milk tea, fruit drinks, lemonade, and other inexpensive cold beverages. Founded in Zhengzhou in 1997 by Zhang Hongchao, the business developed from a small shaved-ice stall into one of the world's largest restaurant chains by store count. Its core proposition is high cost-performance: products are priced for mass-market consumption, while a tightly managed menu and centralized procurement system help franchisees operate at scale. The brand's early development was marked by repeated failures. Zhang initially financed a shaved-ice stall with a loan from his grandmother, but several early locations closed because of weak site selection, limited operating experience, and urban redevelopment. After relocating and experimenting with other street-food formats, he established a more durable Mixue store in the early 2000s. The business gained momentum after introducing low-priced soft-serve ice cream around 2005 or 2006. The product became a signature offering and helped define Mixue's value-oriented identity. Mixue began franchising in 2007 and created a trading company in 2008 to support the expanding network. Rather than relying only on retail sales, the wider business earns substantial revenue by supplying franchisees with ingredients, equipment, packaging, and operating support. This model allows the brand to maintain standardized products across a large network while transferring much of the store-level investment and operation to franchise partners. The brand is therefore both a consumer-facing restaurant chain and a supply-chain platform for franchised outlets. The company expanded beyond mainland China in 2018, opening its first overseas store in Hanoi, Vietnam. It subsequently established a significant presence across Southeast Asia and entered additional Asian markets including South Korea and Japan. Australia followed in 2023. The brand's international strategy has generally emphasized localized store operations while retaining recognizable visual identity, low prices, and a compact menu centered on ice cream and tea drinks. Snow King, the brand's white snowman mascot introduced in 2018, became an important part of Mixue's consumer identity and marketing. The mascot supports a playful, highly recognizable visual system that is used in stores, merchandise, digital content, and public events. Mixue has also used music and promotional events to strengthen awareness, including an ice-cream music festival in Zhengzhou in 2019. By the end of 2025, the chain was reported to have almost 60,000 stores in China and overseas, most of them franchised. Its scale made it the world's largest food-service chain by number of locations according to the cited reference material. The brand's parent, Mixue Group, completed a Hong Kong initial public offering in March 2025. Mixue itself remains a consumer brand rather than a separately listed company. In late 2025, it also began entering the United States, with stores opening in Los Angeles and New York. The brand's low prices and high-volume operating model continued to be central to its international positioning.
History
Mixue began in June 1997 when Zhang Hongchao, then studying at Henan University of Economics and Law, used a CN¥3,000 loan from his grandmother to open a shaved-ice stall in Zhengzhou. The initial business showed promise, but the founder had limited experience in site selection and retail operations. Several early locations failed, and three stores reportedly closed within a little more than a year. Zhang also attempted to sell tanghulu in Hefei, without success, before returning to Zhengzhou to try another cold-drink format. After multiple relocations, a more successful Mixue store was established in 2003. The company reached an important turning point around 2005 or 2006 when it introduced soft-serve ice cream at an exceptionally low price. The product quickly became a best-seller and helped establish the brand's enduring association with affordable ice cream. The business subsequently expanded its menu to include milk tea, lemonade, fruit drinks, and other tea-based beverages. Mixue adopted franchising in 2007. In 2008, it established Mixue Ice Cream & Tea Trading Co., Ltd. to coordinate the growing franchise network and its supply activities. The company's model centered on standardized ingredients, equipment, packaging, and operating procedures supplied to franchisees. This gave Mixue a way to expand rapidly while preserving purchasing scale and product consistency. It also meant that the parent organization could generate substantial business-to-business revenue from the franchise network in addition to consumer-facing store sales. The company began international expansion on September 5, 2018, with a Hanoi store in Vietnam. Later that year, it introduced Snow King, a snowman mascot that became central to the brand's visual identity. In 2019, Mixue used a large public event, an ice-cream music festival in Zhengzhou, to promote the brand and reportedly drew more than 30,000 attendees. In June 2020, it celebrated the opening of its 10,000th store in Henan. International growth accelerated during the early 2020s. Mixue expanded in Indonesia and entered or developed operations in Singapore, Thailand, Cambodia, the Philippines, Laos, Myanmar, South Korea, and Japan. In 2022, the company reported purchasing more than 9,000 tonnes of tea and supporting approximately 50,000 tea farmers. The same year, it announced a CN¥6.5 million scholarship program across five universities in Henan. By 2023, the chain had entered Australia, opening in Sydney and later expanding to Melbourne and Brisbane. The company also reported selling approximately 442 million ice-cream cones in China during the first nine months of that year. Mixue Group went public in Hong Kong on March 3, 2025. The offering raised approximately HK$3.45 billion, and the shares recorded a substantial first-day rise according to the cited reference. The listing placed the parent group in public markets while Mixue remained its principal consumer brand. By the end of 2025, reference material described almost 60,000 stores across China and overseas, with most outlets operated by franchisees. The brand also started its United States expansion, opening in Los Angeles and New York. Its continuing identity is based on inexpensive products, high store density, recognizable Snow King branding, and a supply-chain-centered franchise system.
- 2025
Mixue Group lists in Hong Kong
[1]The parent group completed a Hong Kong IPO and continued international expansion into the United States.
- 2023
Australian market entry
[1]The brand opened in Sydney and subsequently added stores in Melbourne and Brisbane.
- 2022
Expansion and supply-chain programs accelerate
[1]Mixue expanded through several Asian markets, reported large tea purchases supporting farmers, and launched a university scholarship program.
- 2020
10,000th store opens
[1]The company marked the opening of its 10,000th location in Yuanyang County, Henan.
- 2018
International expansion begins
[1]Mixue opened its first overseas store in Hanoi, Vietnam, and introduced the Snow King mascot later the same year.
- 2008
Supply and franchise management structure established
[1]Mixue Ice Cream & Tea Trading Co., Ltd. was established to support the expanding franchise network.
- 2007
Franchising begins
[1]The company began using franchising as a central mechanism for store expansion.
- 2005
Low-priced soft serve becomes a signature product
[1]Mixue introduced soft-serve ice cream at a very low price, establishing one of its most recognizable offerings.
- 2003
First successful Mixue store
[1]After several failed or relocated street businesses, the first successful Mixue Ice Cream & Tea store opened.
- 1999
Mixue Bingcheng name begins to be used
[1]A second stand using the Mixue Bingcheng name was opened during the founder's early expansion efforts.
Products and positioning
Mass-market, low-price, high cost-performance ice cream and tea chain with a standardized franchise and supply-chain model.
Ice cream · 2005
Soft-serve ice cream
Soft-serve ice cream is Mixue's foundational signature product. Introduced at a highly accessible price around 2005 or 2006, it helped distinguish the chain from higher-priced tea and dessert competitors. The product remains central to the brand's value proposition and is sold through a standardized store format across its domestic and international network.
Cold beverage
Lemonade
Lemonade is one of Mixue's best-known beverage offerings and reinforces the chain's emphasis on inexpensive, refreshing drinks. It is typically marketed alongside ice cream and tea products, allowing stores to serve both dessert-oriented and beverage-oriented occasions through a relatively compact menu.
Tea beverage
Milk tea
Milk tea is a major part of Mixue's tea-based beverage range. The category broadens the brand beyond ice cream and supports frequent, low-ticket purchases. Standardized ingredients and preparation procedures allow franchise stores in different markets to offer a consistent core menu while adapting selected details to local demand.
Tea beverage
Fruit and tea-based drinks
Mixue also sells fruit teas, blended cold drinks, and other tea-based refreshments. These products complement the chain's soft serve and milk tea lines and help maintain a broad but value-focused menu. The wider beverage range is supplied through the company's centralized ingredient and packaging system.
Controversies
2025
Yichang franchise store exposed and investigated for using overnight fresh fruit slices
In March 2025, an undercover investigation by Hubei Economic TV exposed that a Mixue Ice Cream & Tea store at Yichang Ningju Xintiandi used overnight lemon and orange slices and had hygiene issues. Media subsequently reported that the store involved was placed under investigation. Other stores interviewed said that headquarters rules prohibit the overnight use of slices; the report was limited to this franchise store and did not infer that all stores across the network engaged in similar behavior.
2021
Multiple franchise stores exposed for tampering with ingredient opening dates and using overnight materials
In May 2021, media undercover reports exposed food safety issues at some Mixue Ice Cream & Tea franchise stores in Zhengzhou, Jinan, and Wuhan, including tampering with opening dates and using overnight ingredients. The company apologized and said it had investigated and verified the conduct of the stores involved, and Zhengzhou regulators required some stores to suspend operations or complete rectification within a deadline. This item relates only to the franchise stores listed in the report.
2021
MIXUE files network infringement lawsuit
MIXUE was identified as the plaintiff in a network infringement case against Beijing Weibo Vision Technology Co., Ltd.; the hearing was scheduled for February 28, 2022, at the Beijing Internet Court.
2021
Court dismisses Mixue Bingcheng’s lawsuit against Mixue Shiguang
A court dismissed Mixue Bingcheng’s lawsuit against Mixue Shiguang in a trademark-rights dispute, ruling that the dispute should be handled by the relevant administrative authorities and that the suit did not meet the conditions for filing under the Civil Procedure Law. The dismissal did not determine the merits of Mixue Bingcheng’s allegations that Mixue Shiguang imitated its mark and engaged in unfair competition.
Selling out and long queues at US debut
Marketing campaigns
- 2022University scholarship program
China
Mixue launched a CN¥6.5 million scholarship program across five universities in Henan as part of its social and community initiatives.
Outcome. The program expanded the brand's activities beyond retail marketing and franchise operations.
- 2019Mixue Ice Cream Music Festival
China
Mixue staged an ice-cream-themed music festival at Opalala Water Park in Zhengzhou from May 24 to 26, combining entertainment with brand promotion.
Outcome. The event reportedly attracted more than 30,000 visitors.
- 2018Snow King mascot launch
China · International markets
Mixue introduced Snow King, a snowman character used to make the brand more recognizable and playful across stores, promotions, and consumer communications.
Outcome. Snow King became a defining visual element of Mixue's identity.
Brand decisions
2025
Parent group completes Hong Kong initial public offeringOtherBackground
Mixue Group pursued a public-market listing while Mixue remained the group's principal consumer-facing brand.
Action taken
Mixue Group sold 17 million shares at HK$202.5 per share on the Hong Kong Stock Exchange.
Aftermath
The offering raised approximately HK$3.45 billion and the shares rose substantially on the first trading day, according to the cited reference.
IPO proceeds. Approximately HK$3.45 billion raised (March 3, 2025)
2018
Begin overseas expansionStrategyBackground
After building a large mainland Chinese franchise network, Mixue sought growth in markets with established demand for inexpensive tea and dessert beverages.
Action taken
The brand opened its first overseas store in Hanoi and subsequently expanded across Asia and into Australia.
Aftermath
International operations became an important part of the brand's identity and growth strategy.
2007
Adopt franchising as the main expansion modelStrategyBackground
After developing a more successful store format and a low-priced signature product, Mixue needed a scalable way to expand its retail footprint.
Action taken
The company began franchising and built supporting supply and operating systems for franchise partners.
Aftermath
Franchising became the principal mechanism behind the chain's rapid domestic and international store growth.
Recent events
- 2025
Mixue Group completes Hong Kong IPO[1]
M&A
Mixue Group listed on the Hong Kong Stock Exchange, selling 17 million shares at HK$202.5 each and raising approximately HK$3.45 billion. The figures refer to the parent group rather than a separately listed Mixue brand.
- 2025
Mixue enters the United States[1]
Product launch
After planning a New York entry, Mixue opened its first reported American store in Hollywood, Los Angeles, followed by stores in New York City.
- 2023
Mixue debuts in Australia[1]
Other
The brand opened its first Australian store in Sydney and later added locations in Melbourne and Brisbane.
- 2022
Mixue expands across Southeast Asia[1]
Other
The chain entered or expanded in Singapore, Thailand, Cambodia, the Philippines, Laos, and Myanmar, while also reaching South Korea and Japan by the end of the year.
- 2020
Mixue reaches 10,000 stores[1]
Other
Mixue celebrated the opening of its 10,000th store in Yuanyang County, Henan, illustrating the speed of its franchise-led expansion.
- 2019
Mixue holds an ice-cream music festival in Zhengzhou[1]
Campaign
The company held a promotional music festival at Opalala Water Park in Zhengzhou, reportedly attracting more than 30,000 visitors.
- 2018
Mixue opens its first overseas store in Hanoi[1]
Other
The brand began international expansion with a store in Hanoi, Vietnam.
- 2018
Mixue introduces the Snow King mascot[1]
Campaign
Mixue launched Snow King, a snowman character that became a prominent part of its brand identity and promotional activity.
Sources9 sources
- 1Mixue Ice Cream & Teaen.wikipedia.org
- 2Mixue official websitemixuebingcheng.com
- 3Multiple franchise stores exposed for tampering with ingredient opening dates and using overnight materialsm.thepaper.cn
- 4Multiple franchise stores exposed for tampering with ingredient opening dates and using overnight materialsthepaper.cn
- 5Yichang franchise store exposed and investigated for using overnight fresh fruit slicesthepaper.cn
- 6Yichang franchise store exposed and investigated for using overnight fresh fruit slicesthepaper.cn
- 7MIXUE files network infringement lawsuitfinance.jrj.com.cn
- 8Court dismisses Mixue Bingcheng’s lawsuit against Mixue Shiguangchinaz.com
- 9Court dismisses Mixue Bingcheng’s lawsuit against Mixue Shiguangfinance.jrj.com.cn
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