Mixue Ice Cream & Tea Expands to 18 Countries Overseas, Mongolia First Store Daily Revenue Exceeds 43,000 Yuan

September 2025 — Mixue Ice Cream & Tea, the Chinese tea brand originating from Zhengzhou, continues to accelerate its global expansion. On September 19–20, the company opened three stores simultaneously in Tashkent, the capital of Uzbekistan. Just days earlier, on September 13, Mixue launched its first store in Mongolia, located in the capital city of Ulaanbaatar, where its sweet Chinese-style tea drinks have been warmly received by local consumers.

With these latest openings, Mixue's overseas stores now span 18 countries. The brand's successive entries into Mongolia and Uzbekistan, following earlier expansions into Kazakhstan and Kyrgyzstan, mark a new phase in its strategic布局 across Northeast and Central Asia.

Mongolia's First Store: Daily Revenue Reaches 43,000 RMB

Mixue's debut store in Mongolia is situated on Peace Avenue, a major thoroughfare in Ulaanbaatar. The standalone building features a prominent "Snow King" signage and covers approximately 160 square meters, including a merchandise experience zone and a seating area for customers.

The store is surrounded by key universities such as the National University of Mongolia and the Mongolian University of Finance and Economics, and is also close to popular attractions like the National Museum of Mongolia and兴仁寺, as well as the Shangri-La central business district. This location draws a dense mix of students, office workers, and tourists.

According to store data, the Mongolia flagship store achieved a daily turnover of approximately 43,000 RMB on its opening day. Over the three-day period from September 13 to 15, total revenue reached about 120,000 RMB.

Uzbekistan: Three Stores Open in Tashkent

In Tashkent, Mixue launched its first three stores simultaneously. Two are located in popular shopping malls — Samarqand Darvoza and NEXT MALL — while the third is on the bustling "Seoul Street" commercial strip. The Seoul Street store extends its operating hours late into the night to cater to local residents' nighttime consumption habits.

During the opening period, the Seoul Street store recorded a single-day turnover exceeding 31,000 RMB.

Local Customers Account for Over 95% of Sales

Ulaanbaatar has a permanent population of approximately 1.7 million, nearly half of Mongolia's total population, with ethnic Mongols making up about 80% of the country's population. Mongolia experiences a typical continental climate, and ice cream and tea drinks are part of the local daily diet. Mixue's arrival has quickly attracted significant local attention.

Store data shows that over 95% of customers at the Mongolia flagship store are local residents, including students, office workers, and even middle-aged and elderly consumers.

In Uzbekistan, freshly made tea drinks are increasingly popular among the younger generation. However, the industry is still in its early stages, with limited standardization. Mixue's entry has enriched the local supply of high-quality freshly made beverages.

The brand's pricing strategy continues to follow its "high quality, affordable price" philosophy. Compared with local competitors, Mixue's products offer a clear advantage in value for money. On social media, young Uzbek consumers have expressed their enthusiasm for the brand, and many local food bloggers have voluntarily visited and recommended the store.

Cultural and Economic Bridges

China and Mongolia share close geographical ties, and economic and cultural exchanges between the two countries have been growing in recent years. Mixue's arrival provides young Mongolians who love Chinese culture with a new opportunity to experience a Chinese consumer brand up close.

Uzbekistan, located in the heart of Central Asia, was a key hub on the ancient Silk Road. From the historic camel caravans of Samarkand to the Snow King beverages on the streets of Tashkent, Mixue's affordable, high-quality tea drinks offer local youth a fresh window into the innovation and vitality of Chinese consumer brands.

Global Strategy Since 2018

As a leading brand in the freshly made beverage industry, Mixue has long adhered to a global development strategy. Its first overseas store opened in Hanoi, Vietnam, in 2018. Since the beginning of 2025, Mixue has entered Kazakhstan, the United States, Mexico, Brazil, Kyrgyzstan, Mongolia, and Uzbekistan, bringing its sweet and delicious offerings to markets in the Americas, Central Asia, and Northeast Asia, while further supporting the development and innovation of local freshly made tea industries.

Editor: Jin Yishan | Reviewer: Zhang Yipeng | Senior Reviewer: Li Zhen | Supervisor: Gu Zheng