
Mixue Ice Cream & Tea’s Low‑Cost, Vertically Integrated Model Fuels a Global Beverage Boom
Mixue Ice Cream & Tea – the brand known in Chinese as 蜜雪冰城 – has become a quiet but powerful force reshaping the ready‑made beverage market across China and into Southeast Asia. What began as a modest ice‑cream and tea shop in the early 2000s has, in less than two decades, grown into a global chain of more than 36,000 outlets, a footprint that now stretches from the bustling streets of Chengdu to the terminals of Hanoi’s airports. Its meteoric rise is owed to a blend of aggressive expansion, a “high‑quality, low‑price” philosophy and a supply‑chain model that rivals the efficiency of a tech start‑up.















