Chinese purveyor of ice-cream and cold drinks. It has dethroned McDonald's as the world's largest fast-food chain by number of outlets. The company is opening thousands of shops outside China. Its name translates to "honey snow", but instead of using that overseas it has employed the phonetic version of its Chinese name, which is not easy for foreigners to pronounce—a limitation that may constrain the brand's growth abroad.
Mixue has 2,600 outlets in Indonesia, making that country by far its largest market outside China.
Mixue has opened a factory on Hainan, China's new free-trade port, to import coffee beans tariff-free and turn them into drinks that can be sold elsewhere in China without extra duty.
Mixue is the world's largest food-and-beverage chain by outlets, with about 60,000 globally—only five of them in America, where it competes with Chagee and Taiwanese chains such as Gong Cha and Coco.
If the human brain were so simple that we could understand it, we would be so simple we couldn't.