The global expansion propels the rise of Mixue Group

Mixue Group has quickly established itself as a global beverage giant. By combining ultra-affordable products, an agile franchise network, and a vertically integrated supply chain, the group has disrupted the market. Its rapidly growing ecosystem of brands, digital influence, and operational scale now make it a significant player in the contemporary beverage sector.

Mixue Group has reached a major milestone on a global scale by becoming the world’s largest restaurant chain by the number of outlets, with over 53,000 locations across multiple continents. Founded as a modest shaved ice stand in Henan, China, the brand has become a key player shaping the modern beverage industry in Asia.

Its rise is based on a dual-brand strategy combining Mixue Ice Cream & Tea, known for its affordable drinks, and Lucky Cup Coffee, an expanding line of freshly brewed coffees. Together, these brands target price-sensitive consumers while maintaining consistent quality, allowing the company to dominate the entry-level segments in urban and rural markets.

The key driver of this growth is Mixue Group’s highly efficient franchise system and its famous “1 Dollar Strategy,” making its products accessible to a wide audience. By leveraging its popular mascot Snow King, catchy slogans, and viral content on social media, the company has transcended mere retail sales to become a cultural icon in Asia, while gaining visibility in emerging Western markets.

Mixue Group’s competitive advantage in 2026 lies in its integrated supply chain, which enables exceptional control over R&D, production, and distribution. Through subsidiaries like Daka International Food and advanced digital tools like FLUX WMS, the group ensures rapid and optimized delivery of ingredients such as powdered milk, black tea, jasmine tea, fruit purees, sugar syrup, and tapioca pearls to its global outlets, sometimes in less than four hours.

Facing saturation in lower-tier Chinese cities, Mixue Group is shifting towards a customer experience-focused retail strategy, developing larger store formats with open bars and social spaces. Internationally, the group is accelerating its expansion in the United States, following the successful launch of its flagship store in Los Angeles in 2025 and planned openings in metropolises like New York.

Context: Mixue Group is a major player in the beverage industry, known for its affordable and quality drinks. The company’s franchise system and innovative marketing strategies have driven its rapid growth both domestically and internationally.

Fact Check: Mixue Group has become the world’s largest restaurant chain by the number of outlets, with over 53,000 locations across multiple continents. The brand Mixue Ice Cream & Tea and Lucky Cup Coffee are key components of the company’s successful dual-brand strategy.