Mixue, the viral Chinese dessert and beverage franchise, has rapidly expanded its presence across Asia. Known for its affordable ice cream and refreshing drinks, Mixue has found a loyal fanbase in Indonesia. But where did it all begin for this brand in the archipelago? In this article, we’ll explore the story of the first outlet Mixue in Indonesia, what made it special, and why Mixue has become a household name among dessert lovers across the country.
Information About Mixue and Its Entry into Indonesia
Mixue originated in China and has been operating since 1997, steadily gaining popularity for its budget-friendly treats. Its global expansion began in Southeast Asia in the early 2020s, and Indonesia became one of its most significant markets.
The first Mixue outlet in Indonesia opened in late 2020, located in Jakarta, specifically in the Kelapa Gading area of North Jakarta. This outlet quickly became a viral hit on social media, thanks to its unique store concept, bright interiors, and the friendly snowman mascot that symbolizes the brand.
This first branch served as the launching pad for hundreds of Mixue stores that have since opened across major Indonesian cities like Bandung, Surabaya, Yogyakarta, and Medan.
What Makes the First Mixue Outlet Special?
The first Mixue outlet in Jakarta wasn’t just a place to buy affordable ice cream—it became a cultural icon. Here’s why it stood out:
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Affordable pricing: Ice cream for as low as Rp8,000 made it appealing to students and young adults.
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Minimalist, cozy design: The red-and-white theme, coupled with the snowman branding, gave a fresh and cheerful vibe.
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Social media buzz: The outlet gained instant popularity as customers shared their visits on TikTok and Instagram.
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Consistent taste and quality: Despite the low price, the products were high in quality and had consistent flavor.
Due to its overwhelming success, the first outlet laid the foundation for rapid franchising across Indonesia.
The Impact and Appeal of Mixue in Indonesia
Mixue’s first outlet did more than just sell drinks and desserts—it introduced a new lifestyle trend. The appeal of Mixue includes:
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Strong brand identity: The snowman character, catchy jingle, and red color scheme made it instantly recognizable.
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Accessibility: The brand quickly expanded to malls, campuses, and even small towns.
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Community-friendly pricing: With the economic challenges of the time, Mixue positioned itself as a wallet-friendly indulgence.
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Viral marketing: Without needing heavy advertising, customers became the brand’s best promoters.
The initial outlet’s success inspired a new wave of low-cost dessert chains to enter the Indonesian market, changing the landscape of casual F&B retail.
Conclusion
The first outlet Mixue in Indonesia was more than just a store opening—it marked the beginning of a dessert revolution. Starting from Kelapa Gading, the brand has captured the hearts (and taste buds) of Indonesians nationwide.
Mixue’s journey is proof that a combination of smart pricing, catchy branding, and quality products can turn a small outlet into a national phenomenon. Today, visiting Mixue is more than just buying a cone of ice cream—it’s part of a fun, youthful lifestyle.
FAQ
Where is the first Mixue outlet in Indonesia located?
The first Mixue store in Indonesia is located in Kelapa Gading, North Jakarta.
When did Mixue officially enter the Indonesian market?
Mixue opened its first outlet in Indonesia in late 2020.
Why did Mixue become so popular in Indonesia?
Its affordability, viral branding, consistent product quality, and social media appeal contributed to its rapid rise.
How many Mixue outlets are there in Indonesia now?
As of 2025, there are hundreds of outlets spread across nearly every major city in Indonesia.
Is Mixue a franchise in Indonesia?
Yes, Mixue operates on a franchise model, which helped its rapid expansion in the country.
If you’re curious about where to find the nearest Mixue or want to learn more about its history, keep an eye on this fast-growing brand and its delicious treats.
