How Mixue Uses Technology to Maintain Quality
JAKARTA — Mixue Indonesia is strengthening its business expansion strategy through franchise network development and community-based marketing. The approach is intended to broaden its consumer reach while supporting the growth of business partners amid increasingly intense competition in the food and beverage industry.
One such marketing initiative was the Matcha Booyah Series, a collaboration between Mixue Indonesia and the Free Fire game, held at Gandaria City Mall in South Jakarta from Friday (17 October 2025) to Saturday (18 October 2025). The event combined a gaming tournament, music performances, cosplay and matcha-themed activities to engage consumers from various communities.
The event featured a Free Fire tournament, performances by Anggis Devaki and girl group Lemon, and appearances by Snow King, Mixue’s mascot. Through the event, Mixue sought to introduce its brand to a wider audience through activities beyond its outlets.
Experiential marketing is one of Mixue’s approaches to building closer relationships with consumers. The company is not relying solely on sales at its outlets, but is also seeking to take part in activities aligned with public interests.
As it works to broaden its consumer reach, developing its outlet network through partnerships remains an important part of Mixue’s business strategy in Indonesia. The company says this is intended to ensure sustainable growth across different regions.
Mixue Indonesia has more than 2,400 outlets nationwide. Globally, MIXUE Group operated 63,987 outlets in 17 countries as at 30 June 2026.
The franchise model allows Mixue to expand its business network by involving local partners in outlet management. However, the model’s sustainability also depends on product consistency, operational efficiency and support from the company for its partners.
The experiences of Mixue’s Indonesian partners offer an insight into the factors underpinning the business’s operations. The partners say support from the head office has been highly beneficial to the smooth running of their businesses.
Anggi, a partner for four years, currently manages eight outlets and is developing three more. She says consumer enthusiasm, the availability of ingredients, supervisors’ responsiveness and promotional support have all helped her manage the outlets.
Evi, who has also been a partner for four years, points to the strength of the brand, its operating system, product innovation and support from the central team as factors contributing to her business journey. This experience has encouraged her to continue the partnership and develop additional outlets.
Their experiences show that brand appeal needs to be underpinned by an adequate operating system. For a franchise business, ingredient availability, product consistency and support from the brand owner are essential to maintaining service quality at every outlet.
According to the 2026 Interim Financial Report, Mixue provides franchise partners with support ranging from site selection and training to outlet operations. The company also relies on an integrated supply chain to improve operational efficiency and its partners’ competitiveness in the market.