Before Mixue became a viral sensation across Asia with its signature ice cream cones and budget-friendly milk tea, it all started from one small outlet in China. The first Mixue outlet in China marks the beginning of what is now a booming franchise with over tens of thousands of branches across the continent.
Understanding the roots of Mixue gives us a glimpse into how a simple dessert shop captured the hearts (and taste buds) of millions. Let’s take a closer look at the origins, growth, and reasons behind its enduring popularity.
The First Mixue Outlet in China: Where It All Started
Mixue Ice Cream & Tea was founded in 1997 by Zhang Hongchao, a college student from Henan Province. The very first Mixue outlet was opened in Zhengzhou, the capital of Henan, with a very small capital and a big dream: to sell affordable yet tasty ice cream to students and locals.
Back then, it wasn’t a franchise — just a tiny shop with limited items. But even in its early days, the core concept was clear: delicious products at prices anyone could afford.
Over time, that single shop grew into a franchise model. By the early 2010s, Mixue began expanding across different provinces in China, laying the foundation for what would become one of the largest tea and dessert chains in Asia.
What Was on the Original Menu?
The original Mixue outlet didn’t have the extensive menu we see today. In fact, the offerings were very basic:
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Vanilla Soft-Serve Ice Cream – Sold at a very low price, it was the flagship product.
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Fruit Shaved Ice – A simple mix of crushed ice, syrup, and seasonal fruit.
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Basic Milk Tea – No pearls or fancy toppings, just a creamy sweet drink.
Despite the simplicity, what made it stand out was the value for money — a philosophy that continues to define Mixue to this day.
What Makes Mixue Stand Out?
Even though the brand has evolved, it remains true to the original ideas that started in that first store.
1. Low Prices, Wide Appeal
From the very beginning, affordability was at the heart of Mixue’s strategy. In China’s competitive F&B market, this positioned Mixue as the “people’s dessert shop.”
2. Fast Expansion Strategy
After initial success, Mixue adopted an aggressive franchise model in China, making it possible for outlets to open in small towns and major cities alike.
3. Iconic Branding
The cheerful snowman mascot, bright red theme, and catchy songs are all designed to leave a lasting impression. It’s a marketing success story that began with humble visual ideas in that first store.
4. Social Media & Pop Culture Influence
Mixue quickly adapted to China’s online culture. Memes, jingles, and influencer collaborations helped it dominate platforms like Douyin (China’s TikTok).
Conclusion
The first Mixue outlet in China may have started small, but its impact is massive. From a college student’s dream to an international brand, Mixue’s journey reflects innovation, strategic growth, and deep understanding of its audience.
Next time you enjoy a cone from Mixue, remember that it all began in a modest shop in Zhengzhou over two decades ago — a true sweet success story.
FAQ
Who is the founder of Mixue?
Mixue was founded by Zhang Hongchao in 1997 while he was still a university student.
Where exactly was the first Mixue outlet opened?
The first shop was opened in Zhengzhou, the capital of Henan Province, China.
What was Mixue’s original product?
The original product was a simple vanilla soft-serve ice cream sold at a very affordable price.
How did Mixue grow so fast in China?
The brand used a smart franchise system combined with low pricing and viral marketing to expand rapidly.
Is Mixue still popular in China?
Yes, Mixue remains one of the most recognized and widely available dessert and tea brands across China.
