Endless queues and up to four hours of waiting for an eight-peso (0.46 USD) ice cream cone or a 20-peso (approximately one dollar) lemonade mark the arrival of the Chinese beverage chain Mixue in Mexico. The first branch in Latin America, located in Mexico City’s Zócalo on Monte de Piedad street, has been a sensation since its opening during Valentine’s Day weekend. Neither the midday sun nor the long wait deters customers eager to try the brand’s offerings.
Mixue Bingcheng: From Humble Beginnings to Global Phenomenon
Mixue Bingcheng, the official name of the chain, originated in Zhengzhou, Henan province, China. The conglomerate of franchises began in 1997 when Hongchao, then 21 and an Economics and Finance student, borrowed money from his grandmother to open a small ice cream shop called Mixue, meaning “honey snow.” Initially, the business struggled due to its seasonal product nature. Over the years, Hongchao, with the help of his brother Hongfu, transformed the concept into a beverage business. Its consolidation came in 2006 with the sale of its iconic one-yuan ice cream cone.
The Secret to Mixue’s Success: Low Prices and Quality Ingredients
Mixue’s success in Asia is primarily attributed to its low prices and high-quality ingredients. The Zhang brothers’ innovative approach involves directly managing their supply chain, acquiring ingredients from producers, and cutting margins. This strategy allows them to offer a diverse range of products at significantly lower costs than competitors. In Mexico, their prices are equally competitive: a large jasmine tea costs 20 pesos, a cookie sundae is 30 pesos, an American coffee is 25 pesos, and a latte is 35 pesos. These prices apply to their medium-sized cups (505 ml), with the popular bubble tea starting from 30 pesos.
Local Impact and Competition
The arrival of Mixue has had a mixed impact on local businesses. A street vendor next to the Mixue store expressed satisfaction, stating, “The truth is, it has been very good for me because I sell more.” She manages the queue to ensure pedestrian flow, noting that “if not, Civil Protection comes and closes my stall, there were even problems with McDonald’s.” An employee at a McDonald’s located about 60 meters away admitted that their sales initially dropped significantly but now benefit from customers who don’t want to wait in Mixue’s long lines. She also confessed her fondness for Mixue’s taro drink.
Global Expansion and Financial Success
Mixue is the largest chain of its kind, boasting 53,000 stores across China and 11 other countries. The brand recently opened in New York and has surpassed McDonald’s in the total number of locations worldwide. It is the leading beverage seller in China and the second globally, after Starbucks. Its success has been further solidified by an enthusiastic public offering on the Hong Kong Stock Exchange in 2025. The Zhang brothers have joined Forbes’ list of billionaires, with an estimated fortune of 7 billion dollars, comparable to that of Sofie and Thomas Kirk Kristiansen, heirs to the Danish Lego empire.
Challenges Amidst Mexican Trade Policies
Mixue’s entry into Mexico contrasts with the Mexican government’s aversion to Asian products. In January, the Mexican tax authority imposed tariffs of up to 50% on 1,400 products of Asian origin, mainly from China. This move aims to ease tensions with the United States, which accuses Mexico of being a “back door” for Chinese products to enter the North American market. Previously, Mexico imposed taxes and new regulations on e-commerce giants like Shein and Temu. These measures have been accompanied by dozens of seizures of Chinese goods suspected of violating intellectual property rights. Mixue has not yet announced plans to open new stores in other regions of Mexico, but its franchise model facilitates expansion in a market eager for refreshing beverages.
Marketing Strategy and Social Media Buzz
The company has bolstered its sales with a highly popular marketing strategy: a snow-king mascot with a crown, featured on cups, merchandise, and a catchy jingle. Despite the official Instagram account for the Mexican store having only three posts and fewer than 650 followers at the time of this publication, the excitement and anticipation have been fueled by user-generated videos shared on social media. “We saw it on TikTok and decided to come. We waited in line for over an hour,” said Arturo and Ari, a couple of actors from Guanajuato who recently moved to Mexico City.
Source: https://elpais.com/mexico/economia/2026-02-19/la-cadena-china-mixue-aterriza-en-ciudad-de-mexico-con-filas-interminables.html
