Mixue Misses 1,000-Store Japan Goal, Shuts a Third of Hong Kong Outlets
Updated
Updated · South China Morning Post · Jul 6
Mixue Misses 1,000-Store Japan Goal, Shuts a Third of Hong Kong Outlets
1 articles · Updated · South China Morning Post · Jul 6
Summary
Three years after entering Japan, Mixue still has only four stores, far below its target of 1,000 outlets by 2028.
About 400 yen for a basic bubble tea leaves Mixue priced close to rivals in Japan, where consumers can get more inventive flavors for little extra cost.
In Hong Kong, Mixue opened nine stores in its first year after a late-2023 launch but closed a third of them in the first six months of 2026, including its Tsim Sha Tsui outlet.
The setbacks suggest Chinese budget brands face tougher conditions in developed markets, where low prices alone may not be enough to win customers.