{"id":48937,"date":"2025-12-29T08:44:45","date_gmt":"2025-12-29T08:44:45","guid":{"rendered":"https:\/\/daoinsights.com\/?p=48937"},"modified":"2026-01-03T07:35:12","modified_gmt":"2026-01-03T07:35:12","slug":"mixue-first-u-s-store","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/mixue-first-u-s-store\/","title":{"rendered":"Mixue opens first U.S. store\u00a0\u00a0"},"content":{"rendered":"\n

20 December marks a milestone day for Mixue (\u871c\u96ea\u51b0\u57ce) \u2013 it opened its first U.S. store. Apart from getting a foot in the door of a very lucrative market, the opening is a symbolic win, putting the brand on equal footing \u2013 reputationally at least \u2013 with big American chains that have for so long been frontrunners of the fast-food and beverage world.\u00a0\u00a0<\/p>\n\n\n\n

\"Mixue<\/figure>\n\n\n\n

Mixue secured a spot on L.A.\u2019s Hollywood Boulevard, fittingly right opposite the famous Chinese Theatre<\/a>. So how are they adapting to the demands of the U.S. market? Well, they\u2019re sticking to their guns. Mixue\u2019s core proposition has always been value-based, and that won\u2019t change in the States<\/strong>. Their range of teas, ice creams and coffees generally fall between US $1.19 and US $4.99, undercutting comparable local competition.  <\/p>\n\n\n\n

Mixue are, however, adapting to local tastes: the grade of sweetness options usually capped at a tooth-searingly sweet 100% will run as high as 200% for American consumers. Mixue\u2019s Snow King mascot took to the streets to get these sugar highs on the minds of consumers with pop-ups and promotions that paired drinks with free ice creams.  <\/p>\n\n\n\n

\n
\"Mixue<\/figure>\n\n\n\n
\"Mixue<\/figure>\n
Fans pose for pictures with the Snow King. Images: Rednote\/\u871c\u96ea\u51b0\u57ce<\/sub><\/figcaption><\/figure>\n\n\n\n

Regular Dao Insights readers will probably notice Mixue in our headlines a lot. Over the past few years the brand has been aggressively expanding \u2013 moves that see it taking over the beer trade<\/a> and launching inroads to developing markets<\/a>. They currently operate about 4,700 stores across 13 countries worldwide, all backed by a tight supply chain and economies of scale that allow them to keep prices low.  <\/p>\n\n\n\n

The result is a homegrown Chinese company that\u2019s gaining serious chops as a brand to be reckoned with<\/strong>. In China, this force majeure\u2019s rise has not gone unnoticed, even among everyday consumers. On hearing the news of Mixue\u2019s entry to the U.S. market, one online user commented that it\u2019s as if \u2018the family finally raised a top scholar.\u2019 While Mixue\u2019s new American customers might question the analogy, in China it\u2019s very high praise.\u00a0\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

20 December marks a milestone day for Mixue (\u871c\u96ea\u51b0\u57ce) \u2013 it opened its first U.S. store. Apart from getting a foot in the door of a very lucrative market, the opening is a symbolic win, putting the brand on equal footing \u2013 reputationally at least \u2013 with big American chains that have for so long […]<\/p>\n","protected":false},"author":2,"featured_media":48942,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[69,62],"class_list":["post-48937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-food-beverage","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"\nMixue opens first U.S. store\u00a0\u00a0 - Dao Insights<\/title>\n<meta name=\"description\" content=\"Mixue open their first U.S. store marking a big moment for the homegrown Chinese brand. 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