Mixue marks its entrance into the Americas with Los Angeles opening
On December 19, 2025, Mixue, a renowned beverage brand under the MIXUE Group (02097.HK), officially opened its first U.S. outlet, the Mixue Los Angeles Store, at 6922 Hollywood Blvd Suite 107. This opening marks the company’s initial entry into the American market and forms part of its broader international expansion strategy.
The launch carries implications for regional business development, logistics planning, and consumer engagement within the competitive U.S. beverage sector. It also highlights evolving cross-border retail dynamics between Asia and North America. As Californian cities such as Los Angeles place greater focus on public safety and urban traffic management, the store’s location on a busy commercial boulevard raises considerations related to pedestrian flow and local infrastructure maintenance.
The Mixue Los Angeles Store launch featured promotional events and opened to strong local attention
Mixue’s inaugural U.S. store introduced its core product lineup. This lineup includes ice cream, pure tea, fruit tea, milk tea, and freshly brewed coffee. Customers can customise sugar levels and toppings.
The brand adopted competitive pricing strategies. Signature ice cream retails at US$1.19, iced lemonade at US$1.99, lattes at US$2.99, and bubble tea starts from US$3.99. The opening featured public-facing promotional activities, including street pop-ups with the Snow King mascot and themed photo opportunities. These activities attracted strong consumer interest and increased foot traffic. They also reflected the brand’s focus on community engagement and visibility in a dense entertainment and tourism district. Local authorities monitored the event to manage traffic flow and pedestrian safety.
MIXUE Group’s global expansion approach emphasizes quality and supply chain control
According to company statements, MIXUE Group operates more than 53,000 stores worldwide. This scale makes it one of the largest freshly made beverage chains by store count. The brand maintains a presence in 13 countries outside China. These markets include Australia, Japan, South Korea, Thailand, Malaysia, and Singapore.
The group opened its first overseas store in Hanoi, Vietnam, in 2018. This milestone marked the start of sustained international growth. Authorities noted that the group’s digital supply chain management system supports end-to-end quality assurance. The system covers raw material sourcing, warehousing, and distribution. This “farm-to-table” approach helps maintain product quality and affordability during rapid expansion. Local enforcement agencies and fire departments reported no safety or regulatory issues during the launch. City officials also confirmed that the outlet complies with zoning and safety regulations.
Industry observers note Mixue’s value-driven expansion strategy in diverse markets
Social media platforms and trade forums have followed the brand’s growing international presence with interest. Observers note that Mixue’s affordable pricing and broad menu appeal to a wide demographic, including students and working adults.
Industry analysts suggest that Mixue’s entry into Los Angeles may influence competition in the U.S. freshly made beverage market. Los Angeles serves as a major entertainment and cultural hub with diverse consumer preferences. Analysts also compare this expansion to Asian brands entering Southeast Asian locations such as Seri Kembangan and Batu Caves in Selangor, Malaysia. In those areas, Mixue’s pricing and supply chain efficiencies have already gained traction. Overall, the strategy aligns with global food and beverage retail trends that rely on efficient sourcing and franchise models. Commentary remains neutral and focuses on observed consumer behaviour and market response.
The Mixue Los Angeles Store opening contributes to evolving urban commerce and supply chain practices
In the short term, the new outlet may affect local traffic during peak hours and promotional periods. This situation requires coordination with traffic management authorities to limit congestion on Hollywood Boulevard. Street pop-ups and marketing installations also require compliance with municipal safety and accessibility standards.
Over the long term, Mixue’s expansion may support advances in supply chain logistics and production capacity within the freshly made beverage industry. The company plans continued investment in research, development, and sourcing efficiency. These efforts aim to support scalable growth while maintaining safety and quality standards. Such developments reflect broader engineering and operational practices shaping retail outlets in major cities and contribute to evolving urban economic frameworks.
Location: LOS ANGELES
Date: 2025-12-20
