Mixue, a Chinese fast-food chain with over 45,000 outlets worldwide, is now setting up shop in the US – specifically in Tribeca, New York City. The brand offers affordable ice creams and teas that have gained massive popularity across Asia.
The new 2,100-square-foot location at 266 Canal Street marks Mixue’s first American venture and comes with a 10-year lease. Founded by Zhang Hongchao in 1997 as a shaved ice stall, the company has grown rapidly through franchising and now boasts a combined fortune of $8.1 billion.
Mixue’s low-cost model and unique offerings like creamy mango boba and jasmine tea have won fans across Southeast Asia. But will these affordable treats resonate with New Yorkers who are accustomed to pricier options?
The NYC outpost is part of Mixue’s global expansion strategy, which aims to capitalize on the growing demand for Chinese food and beverage brands in international markets. As the brand takes its first step into the US market, it remains to be seen whether dollar ice creams and TikTok-ready cups of mango tea will find a foothold in New York City.
Source: https://www.timeout.com/newyork/news/the-worlds-largest-fast-food-chainyes-even-bigger-than-mcdonaldsis-debuting-its-first-u-s-location-in-nyc-091025