Mixue’s Malaysian Takeover: A New Paradigm in Affordable Tea

By Guo Ningxin

In June 2025, the stock price of MIXUE continued to rise, with a cumulative increase of more than 18%, setting a new stage high since its listing. Although this round of rise is not driven by a single event, the optimism of investors is inseparable from the stable performance and rapid expansion of the brand in the global market, especially in Malaysia. This new tea brand originated in Zhengzhou, China, and is known for its "high quality and value for money." It is gradually gaining a foothold in the international market and becoming one of the most representative companies of Chinese tea drinks going overseas.

Founded in Zhengzhou in 1997, MIXUE became popular in mainland China with a cup of ice cream at 2 yuan. After experiencing several rounds of domestic beverage competition, MIXUE successfully established a huge store network in the Chinese market with its price advantage and standardized operation. In recent years, as the domestic market has become saturated, the brand has begun to turn its attention to overseas.

Its internationalization process began with the first overseas store in Vietnam in 2018. Subsequently, MIXUE actively entered the Southeast Asian market. In just two years, the number of stores has exceeded 100. As of now, the number of MIXUE stores worldwide has exceeded 40,000, and it has opened about 4,800 stores outside of China, becoming the new tea brand with the largest number of stores in the world.

Image Credits: MIXUE Malaysia Website

Affordable pricing impresses the mass market

One of the main reasons for the success of MIXUE is its affordable prices. In Malaysia, high-quality ice cream and pearl milk tea brands are usually priced high, while MIXUE provides a value-for-money option. MIXUE's signature ice cream is priced as low as RM2, and milk tea is often less than RM5. This highly competitive pricing strategy has opened the mass consumer market for the brand.

Image Credits: MIXUE Malaysia Website

Diverse products closely match local tastes

The product line of MIXUE covers multiple categories such as ice cream, fruit tea, milk tea, coffee, etc., with flexible flavor selection and adjustable sweetness. It also continuously launches seasonal limited products and local Malaysian flavor versions  to maintain customers' freshness. The coffee series launched in recent years has also attracted new consumers who originally preferred traditional drinks from the brand.

Strategic location selection expands influence

The brand has a clear location strategy, giving priority to shopping malls, transportation hubs, and other crowded areas, making it convenient for consumers to buy at any time while increasing brand exposure.

Localized marketing inspires consumer resonance

The international success of MIXUE is not accidental. It has always adhered to the core strategy of high quality and low price while emphasizing the integration of cultural communication and localization. For example, in Malaysia, the Malay version of the theme song and the more Malaysian-style "Snow King" image were launched, which accurately fit the local aesthetic and cultural preferences, enhancing consumers' emotional resonance and brand recognition.

 Image Credits: MIXUE Malaysia Xiao Hongshu

In August 2024, MIXUE held a celebration event for 300 stores in Malaysia at Plaza Arkadia. A 10-meter-tall "Flower Snow King" doll paraded, attracting many consumers to check in and interact, and the topic on social platforms soared. This marketing method that combines brand IP with entertainment experience has also become one of the secrets to its rapid popularity overseas.

 Image Credits: MIXUE Malaysia Xiao Hongshu

Standardized operations ensure uniform quality

The global expansion of MIXUE benefits from its highly standardized operating model and strong supply chain integration capabilities. From raw material procurement and logistics distribution to store management and employee training, all are managed by the headquarters' unified process. MIXUE has set up a forward warehouse and regional distribution network in Malaysia, independently managing raw material procurement, production, and logistics, ensuring stable supply and uniform quality of stores.

Flexible franchise policy promotes expansion

With a young population structure, diverse culture, and tropical climate, Malaysia is a market with great potential for tea consumption. MIXUE implements the policy of "low threshold franchise, fast replication." In Kuala Lumpur and Selangor, new franchisees are given fee reductions, and old franchisees can enjoy the franchise fee exemption for store expansion, encouraging local entrepreneurs to participate and reducing the financial pressure on local entrepreneurs. At the same time, the headquarters provides standardized training and logistics support to improve operating efficiency.

Challenges and prospects

Despite its rapid expansion, MIXUE still faces challenges such as fierce competition, brand homogeneity, and store management in overseas markets. In the future, the brand needs to strengthen the refined operation at the end of the supply chain, continue product innovation, and explore new directions such as coffee and snacks. Only by continuing to improve operations and innovation can we achieve greater breakthroughs in overseas markets.

The international success of MIXUE is not only a victory for "affordable drinks" but also a successful example of the overseas model of China's new consumer brands. From Zhengzhou to the world, it relies on a deep insight into the price-sensitive market, a standardized management system, and a localized marketing strategy. In the future, if MIXUE can maintain its innovation and steady expansion rhythm, it will be expected to become a long-term leader in the tea beverage market.