Mixue

Mixue Bingcheng is a leading Chinese food and beverage company specializing in fresh ice cream and tea drinks. Founded in 1997, the company has grown into one of the largest bubble tea chains globally, operating tens of thousands of stores across China and Southeast Asia. Mixue is primarily known for its value-driven pricing strategy and its iconic mascot, the Snow King. The company maintains a vertically integrated supply chain, encompassing research and development, production of raw materials, and logistics. While it operates in the consumer goods sector, it is frequently cited in business analyses for its massive scale and efficient manufacturing capabilities.