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Mixue: The Ice Cream and Tea Empire Taking Over the World
How Mixue Became the World’s Largest F&B Chain
Mixue Bingcheng, also known as Mixue Ice Cream and Tea, is a Chinese bubble tea and ice cream chain that had over 45,000 outlets worldwide as of last September, surpassing both McDonald’s and Starbucks in store count. The brand has gained widespread popularity, achieving grassroots success through its affordable pricing and charming branding campaigns, particularly its mascot, “Snow King” and a jingle based on the American folk song “Oh! Susanna.”
Read more about how Mixue’s loyal customers are defending the brand in its latest food safety scandal through thelink here.
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