America once ran on Dunkin', then it appeared to sprint on Starbucks - but a new chain is infiltrating the US all the way from China. Mixue Ice Cream & Tea is already bigger than McDonald’s and Starbucks by sheer store count, boasting more than 47,000 locations around the world. Now, it's closing in on sales numbers by luring customers with affordable prices and fresh treats.
US Debut and Initial Response
The Chinese chain opened its first US location on December 19 in Los Angeles, followed days later by two more in New York City. Pronounced 'Mee-shoo-ay', the company specializes in teas, coffees, soft-serve ice cream and fruit drinks - all priced under $5, a concept that is nearly unheard of in major US cities like LA and NYC.
While many Americans are excited about the fast food newcomer, others worry about what this means for US companies. 'That is the biggest fear of mine, all the massive influx of new boba, soup dumpling, hot pot etc chains with literally bottomless funds from the [China] is going price out and destroy Chinatown, K-town, Asian anything local all over the city,' one Reddit user wrote. 'Feels unstoppable.'
'Corporate chain pushing out local places with ok soft serve,' another posted. However, not all feedback is negative. 'One random day they popped up all over the city and is always packed. I assume it’s good or very good value,' a different user added. 'I would guess they are about to be everywhere,' someone else said.
Social Media Hype and Pricing Strategy
Mixue's newest locations have been met with massive lines sparked by the social media hype surrounding its US debut. The reason for the rush is simple - in a time where prices seem to be growing across chains and small businesses alike, Mixue offers cheap menu items that customers can rely on to curb their cravings without breaking their bank accounts. Standout items include a soft-serve ice cream cone for $1.19, fresh lemonade for $1.99, and milk teas and boba drinks capped at $4.99.
Those prices stand in stark contrast to Starbucks, where a simple grande latte can run close to $7, or McDonald’s, where a McFlurry often costs around $6. At its US locations, Mixue is offering eight levels of sweetness and has added a 200 percent sugar option, leaning right into America's sweet tooth.
Financial Performance and Expansion
While the chain's US earnings have not yet been released, Mixue Group reported a strong set of results for 2025, with sales and profits rising sharply over the past year. Mixue’s growth has been explosive. The company reported revenue of around $4.6 billion in 2025 - up 35 percent year-on-year. Net profit climbed 27 percent to roughly $820 million, underlining the strength of its low-cost, high-volume model.
'Mixue has the potential to be disruptive to the US market, especially if the chain expands quickly,' Neil Saunders, managing director at GlobalData, told The Daily Mail. 'The combination of low prices, a fun concept, and social media fueled interest all play in its favor and put it on the right side of various trends. That said, cracking the US market isn't easy as is ultra-competitive and very crowded with existing players.'
Promotional Tactics
Mixue is leaning into that buzz. For its New York openings in Hell’s Kitchen and Koreatown on December 24 and 25, the chain offered buy-one-get-one-free deals to customers willing to sing its theme song in-store or post videos on TikTok or Instagram.
History and Global Reach
The company began in 1997, when Zhang Hongchao opened the first store under the Mixue name - a humble shaved-ice stall - in Zhengzhou, China. However, the brand didn't take off until 2005 - when it started selling soft serve ice cream for just 1 Chinese Yuan (the equivalent of 14 cents). The simple sweet treat quickly became a bestseller, and by 2023 Mixue had sold approximately 442 million ice cream cones in China.
Mixue's first international endeavor was a cafe in Hanoi, Vietnam in 2018 - and the brand has since spread throughout Asia to Singapore, Thailand, Cambodia, The Philippines, Laos, Myanmar, South Korea, and Japan. The cafe chain has also expanded outside of Asia, opening locations in Australia, Brazil, Kenya, and now the US.
Comparison with Other Chinese Chains
Mixue isn't the first Chinese chain to set its sights on the US market. Luckin Coffee overtook Starbucks as China's largest coffee chain in 2019, and then tried its luck with an American audience. With 22,340 locations - triple Starbucks' presence in China - Luckin's rapid expansion from 10,000 stores just two years ago has been fueled by ultra-low prices and a mobile-first ordering system. Despite offering similar base prices to Starbucks and other competitors, Luckin's strategy is to throw discount codes and coupons at customers to use in the app. Usually, these discounts range from 30 to 50 percent off the sticker price.
