Mixue Ice Cream and Tea

Mixue Bingcheng is a powerhouse in the global fresh ice cream and tea market, originating from a humble shaved ice stall in Zhengzhou, Henan Province, China. Founded in 1997 by Zhang Hongchao, the brand was built on the principle of providing high-quality, affordable products to the mass market. Its rapid expansion was fueled by a unique vertically integrated supply chain, allowing it to maintain low prices while ensuring consistency across thousands of locations.

Today, Mixue is one of the largest bubble tea and ice cream chains in the world, boasting a massive presence not only in China but also across Southeast Asia and other international markets. The brand is instantly recognizable by its mascot, 'Snow King,' and its catchy marketing campaigns. While most of its research and development and core manufacturing remain centered in China, its global footprint involves localized distribution networks that support its franchised business model.

The brand is owned and operated by Mixue Bingcheng Co., Ltd. The company maintains strict control over its entire ecosystem, from ingredient sourcing and production to logistics and retail. This strategic autonomy has allowed Mixue to undercut competitors and dominate the 'budget' segment of the beverage industry, making it a staple for millions of consumers looking for refreshing treats at accessible price points.