Founded in 1997 in Zhengzhou, Henan Province, Mixue Ice Cream & Tea is a brand that focuses on high-quality, ultra-affordable ice cream, tea, and fruit drinks.
Western brands like Dairy Queen and Baskin-Robbins spent decades teaching Asia that ice cream is a treat for weekends and birthdays. Mixue taught Asia that ice cream is a Tuesday afternoon during exam week. mixue icecream
In a world where a scoop of premium gelato can cost a day’s wage in some countries, Mixue offers the same dopamine hit for pocket change. It’s the IKEA effect applied to dessert: you know it’s not the best, but you feel smart buying it. Founded in 1997 in Zhengzhou, Henan Province, Mixue
At its core, Mixue is a company that operates on a philosophy of "high quality, low price". While many dessert chains focus on premium pricing, Mixue brings the price point down, making premium-tasting soft serve accessible to everyone. In a world where a scoop of premium
That’s the real feature. Not a product. Not a price point. A .