On a scorching afternoon in Selangor, Malaysia, the Mixue Ice Cream & Tea (hereinafter Mixue) store on the corner is buzzing with activity.
A customer hesitated for a moment at the counter before asking the clerk, "Wait, is this some kind of grand opening sale? Why are the prices so low?" Suprised to find out that the prices were regular, he left. But just over ten minutes later, he returned with four children, carrying a large bowl and a spoon. He bought several ice creams, which they mashed up in the bowl, and the five of them sat together to enjoy, their laughter filling the small store.
That scene is a common sight at Mixue stores in Malaysia.
Founded in Henan, Mixue has steadily integrated into local life since entering the Malaysian market, thanks to its philosophy of "high quality at affordable prices" and its distinctive brand identity. It has become a popular stop for people taking a break while out and about on the streets, and has brought the sweet flavors from Henan to the international stage.
Stepping into a Mixue store in Malaysia, the familiar "Snow King" cartoon mascot still stands out, but keen-eyed customers will also spot many local touches. The menu regularly features new drinks crafted to suit local tastes, and the products have earned Halal certification, ensuring they are accessible and safe for consumers from all backgrounds. This localization approach, which balances consistency with regional differences, has helped the brand quickly creatan emotional connection with Malaysian consumers.
"Over 95% of Mixue's team members in Malaysia are locals," said the head of Mixue Malaysia." Our goal is simple: to fit in here and give local consumers the best service we can."
Their efforts have paid off. Today, Mixue stores have expanded across multiple states in Malaysia, steadily growing their market presence. Whether in the bustling commercial districts of major cities or on the streets of small-town communities, it's a common sight to see young people lining up for lemonades and ice cream.
If localized operations are the key to Mixue's "ice-breaking" success, then the appeal of its brand mascot "Snow King" is a crucial factor in bridging the gap with consumers.
In Malaysia, the "Snow King" is not only active in offline events, but also serves as a"sweet companion" to children through online activities and community classes. The annual online "Snow King Drawing Competition" draws many families, while the "Lemon Class" and "Milk Tea Class" are filled with their laughter and joy.
"Mixue here is not just about selling drinks, but also spreading happiness," said Weiwei, a local Malaysian working in the HR department at Mixue Malaysia. "The 'Snow King' has become a friend to us."
As a foreign brand, Mixue does not see itself as an "outsider". Instead, it actively integrates into the local economy by creating jobs and fostering talent.
"Currently, Mixue has created over 3,000 job opportunities in Malaysia," said the head of Mixue Malaysia. From store services to operations management, and from logistics and distribution to supply chain partnerships, an increasing number of local shave found career development opportunities through Mixue.
Weiwei is one of them. "At first, I was drawn to its 3-ringgit lemonade," she said. Later, when she joined Mixue, she not only had the chance to receive training in China, but also became more confident through cross-cultural teamwork." This experience really helped meunder stand cross-cultural management better and gaveme more confidence about my career," she added.
Malaysian business partners also speak highly of Henan-based companies such as Mixue. Eric, a contractor who has worked on Mixue's store renovations for a long time, said, "Chinese companies excel in many aspects, such as efficiency, innovation and market responsiveness. Mixue's operation, training, and supply chain systems are outstanding, and we look forward to even deeper cooperation in the future."
In recent years, cooperation between Henan and Malaysia has deepened with the development of the Zhengzhou-Kuala Lumpur "dual hubs" providing a boost to bilateral economic and trade exchanges. On August 21, "Juancha", a Henan tea drink brand, opened its first overseas store in Malaysia for a trial run. On the same day, Lucky Cup, a brand under Mixue Group, also launched its first overseas store in Malaysia. "The cooperation between Henan and Malaysia has createda better environment for Mixue's growth, allowing us to integrate more smoothly into the Malaysian market," said the head of Mixue Malaysia.
From the laughter of children sharing ice cream in Selangor to the sight of kids making lemonade in community classes; from the confident growth of young employees after cross-border training to the heartfelt praise from partners for Chinese enterprises... the story of Mixue in Malaysia is not just about a brand "going global", but also a reflection of the growing ties between Henan and Malaysia.
The simple yet approachable tea and ice cream embody the confidence of Henan's tea drink brands going global, as they, in their own way, bring the sweet flavors of the Central Plains to more people. (Chinese source: Henan Daily Reporter: Tong Lin and Li Siyao Translator: Hong Jianyuan Proofreader: Ding Lan)
