Mixue, a brand that has taken over streets with its cheerful snowman logo and affordable ice cream, has become a household name across Asia. For many people, the sudden explosion of Mixue stores seems almost overnight, making them wonder: when did Mixue first become popular, and what led to its massive success?
Understanding the story of Mixue’s rise is not only about food trends but also about clever business strategies, smart pricing, and an image that resonates with younger generations. Let’s dive into how Mixue gained its popularity and why it continues to thrive today.
The Early Beginnings of Mixue
Before becoming a global sensation, Mixue started as a small local brand in Zhengzhou, China, in 1997. At first, it only offered simple ice cream products, competing with other small dessert shops. What made it stand out was its consistent pricing and focus on serving everyday people with affordable treats.
The brand didn’t immediately explode in popularity. It took several years of steady growth, focusing on refining its products and expanding its menu to include drinks such as fruit tea and bubble tea, which began attracting a broader customer base.
When Did Mixue First Become Popular?
Mixue first gained significant popularity around the mid-2010s in China. This was the period when it started rapidly opening outlets in major cities, supported by strong franchising strategies. Its low prices compared to other bubble tea and dessert brands made it especially appealing to students and young workers.
The real turning point for Mixue’s popularity came between 2018 and 2020, when its branding became more visible online. The cheerful snowman mascot, catchy jingles, and viral social media campaigns helped the brand gain massive traction among Gen Z consumers. From that point, Mixue was no longer just a local dessert shop—it became a cultural phenomenon.
Why Mixue Became So Popular
To understand Mixue’s rapid growth, it’s important to look at the factors behind its popularity. First, affordability played a huge role. While many bubble tea and ice cream shops charge premium prices, Mixue kept its menu items accessible to almost everyone.
Second, branding and marketing made a big difference. The snowman mascot and colorful store designs made Mixue stand out, creating a fun and approachable vibe. Social media also fueled its popularity, as customers loved sharing photos of their Mixue drinks and desserts.
Lastly, expansion strategy contributed greatly. Mixue offered franchise opportunities at a lower cost than many competitors, which made it easier for entrepreneurs to open new stores. This explains why Mixue outlets seemed to appear everywhere so quickly.
Global Expansion of Mixue
After achieving strong success in China, Mixue began expanding internationally. Southeast Asia became one of its biggest markets, with rapid growth in countries like Indonesia, Vietnam, and the Philippines. By keeping its pricing low and adapting slightly to local tastes, Mixue managed to capture global attention while maintaining its identity.
Today, Mixue’s popularity is not only tied to its products but also to the cultural impact it has created. The brand has become a symbol of affordable indulgence, loved by both teens and adults who enjoy simple yet satisfying desserts.
Conclusion
Mixue first became popular in China around the mid-2010s, with its real breakthrough coming between 2018 and 2020 as it went viral online and rapidly expanded through franchising. Its affordability, clever branding, and strong expansion strategies played key roles in making it a global sensation.
FAQ about Mixue’s Popularity
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When was Mixue founded?
Mixue was founded in 1997 in Zhengzhou, China. -
When did Mixue first gain popularity?
It started gaining real popularity in the mid-2010s, with massive growth around 2018–2020. -
Why is Mixue so affordable compared to other brands?
Mixue focuses on cost efficiency and high-volume sales, allowing it to keep prices low. -
Which countries is Mixue popular in today?
Mixue has spread across many Asian countries including Indonesia, Vietnam, and the Philippines, with continued global expansion. -
What makes Mixue different from other bubble tea brands?
Its combination of low prices, simple yet tasty menu, and iconic branding makes it unique and widely loved.
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