Chinese tea brands are expanding their network of locations abroad
The Chinese modern tea beverage brands Mixue Ice Cream & Tea and CHAGEE are expanding their presence abroad by opening locations in Asia and the Americas. Their stores appeal to young consumers, and lines at Chinese tea shops are becoming a common sight in various countries, according to ECNS.
Mixue Ice Cream & Tea has more than 4,500 locations in 16 countries. The brand recently opened its first store in São Paulo, Brazil, following its entry into the U.S. and Mexican markets. In Kyrgyzstan, affordable ice cream and fresh lemonade are popular, and local customers account for 95% of sales.
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One of Mixue’s strategies for international expansion is adapting its product lineup to local preferences and developing regional supply chains. In Cambodia, for example, the company uses local dragon fruit and passion fruit to cater to local tastes.
Another Chinese brand, CHAGEE, has opened more than 370 locations abroad, with more than 220 of them in Malaysia. The company incorporates motifs from traditional Chinese culture—such as embroidery and Chinese opera—into its packaging and store designs. According to ECNS, combining this style with prominent locations in large shopping malls has contributed to the brand’s popularity among young consumers abroad.
