Incredible! After Five Years of Growth, MIXUE Becomes the Largest Beverage Chain
Amidst the evolving landscape of Indonesia’s culinary industry, the Chinese tea brand MIXUE has successfully grown into a significant and undeniable force through stable business expansion. MIXUE currently operates over 45,000 physical outlets worldwide.
Having officially entered the Indonesian market in 2020 as part of its Southeast Asian localisation efforts, the brand has focused heavily on meeting local market needs over the past five years. By the end of 2025, the number of MIXUE outlets in Indonesia approached 2,600, spanning major cities such as Jakarta, Bandung, Surabaya, Medan, and Yogyakarta. The brand’s presence is ubiquitous, ranging from busy commercial districts to residential areas.
“Thanks to an extensive outlet network and a stable flow of customers, MIXUE has become the franchise brand with the largest scale of outlets and the highest market penetration in Indonesia’s fresh beverage sector. The number of outlets has surpassed two famous international brands, McDonald’s and Starbucks, making it the largest beverage and ice cream network in terms of outlet count globally,” stated the company’s management on Tuesday (2/6/2026).
While many foreign brands entering Southeast Asia often employ fragmented expansion strategies lacking long-term planning, MIXUE has chosen to establish deep roots in Indonesia through sustainable business development. To comply with local regulations and lifestyle habits, the brand has completed compliance upgrades across its entire supply chain. All beverages, raw materials, packaging, and warehousing logistics have obtained official Halal certification from the Indonesian MUI. Furthermore, production and operational processes fully adhere to BPOM food safety oversight and respect local religious and consumption norms.
Additionally, the brand conducts in-depth research into local culinary preferences, continuously adjusting product formulas and launching limited-edition drinks and themed events coinciding with major holidays such as Ramadan and Eid al-Fitr, allowing the brand to become a natural part of Indonesian daily life.
The extensive outlet network also provides tangible economic benefits to the Indonesian people. Currently, over 1,400 local entrepreneurs in Indonesia have chosen to join MIXUE, utilising its mature business model to start independent ventures. MIXUE outlets directly provide 12,800 jobs, with over 96% of employees being local residents, offering accessible employment opportunities to the general public.
Furthermore, the local supply chain built around the brand connects various related industries, such as raw material processing, long-distance logistics, outlet renovations, and packaging production. This indirectly creates jobs for more than 20,000 workers and fosters synergistic development across the entire supply chain. Amidst intense competition in the Indonesian beverage market, MIXUE maintains strong operational performance through a mature operational model, affordable pricing strategies, and continuous investment in localisation, with outlet sustainability rates consistently higher than the industry average.
Local industry analysts state that Indonesia serves as the primary base for MIXUE’s expansion in Southeast Asia. The brand intends to continue increasing capital investment and resources in the future, optimising outlet placement, and enhancing products and services to achieve even faster growth in this market.