The world’s largest fast-food chain by store count, Mixue Ice Cream & Tea, has officially announced its entry into the U.S. market. The beloved ice cream and boba brand will open its first location in Tribeca, New York City, later this year—marking a historic milestone for the rapidly growing Chinese company.
Mixue’s Journey to Global Dominance
Founded in 1997 by Zhang Hongchao as a single kiosk in Zhengzhou, China, Mixue has transformed into a global beverage powerhouse. Today, the company operates more than 45,000 locations worldwide, including 40,000 in China and more than 2,600 in Indonesia.
Mixue’s affordable prices and unique product range have fueled its expansion. Fan favorites include:
- Creamy Mango Boba
- Mango Oats Jasmine Tea
- Coconut Jelly Milk Tea
This product mix has resonated strongly with Gen Z and millennial consumers, driving a social media frenzy that often jokes, “Any empty store will soon become a Mixue shop.”
Why the U.S. Market Matters
While the U.S. has long been coffee-centric, the bubble tea trend has exploded. According to Yelp data, the number of boba shops in the U.S. has doubled in the last few years.
By opening its first store in Tribeca at 266 Canal Street (a 2,100-square-foot lease with Nachama Realty), Mixue aims to capture a growing consumer base craving alternative beverages.
The U.S. debut also comes shortly after another Chinese brand, Luckin Coffee, opened in New York City, signaling a wave of Asian food and beverage giants entering the American market.
Real Estate & Expansion Strategy
Mixue’s U.S. entry involves a 10-year lease agreement, with an asking rent of $165 per square foot. The location is expected to be a flagship hub, serving as a testing ground for further U.S. expansion.
Given Mixue’s aggressive international growth, industry experts predict the brand could scale across major U.S. metropolitan areas within the next decade.
How Star Brands Consulting Group Can Help
At Star Brands Consulting Group, we specialize in helping global food and beverage brands like Mixue:
- Expand into new international markets with tailored market entry strategies.
- Secure master franchise partners and investors for regional scaling.
- Navigate real estate and retail site selection for optimal customer reach.
- Develop localized marketing and consumer engagement strategies to connect with target audiences.
As bubble tea, ice cream, and Asian beverage chains expand globally, our expertise ensures that brands, investors, and entrepreneurs capture opportunities in high-growth markets. Contact Star Brands Consulting Group today to explore franchise opportunities with leading beverage and fast-food brands.
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