Mixue on the march: ice cream serves soft power for China in Southeast Asia
Mixue has dominated Southeast Asia’s ice cream and tea businesses for five years, having opened its first outlet in Vietnam in 2018.
- Mixue has dominated Southeast Asia’s ice cream and tea businesses for five years, having opened its first outlet in Vietnam in 2018.
- Around 1,000 Mixue outlets now operate in several Southeast Asian countries including the Philippines, Thailand and Indonesia.
- A country can use food as a source of soft power to display cultural characteristics and symbols.
- Mixue’s effects in Indonesia – and a bit beyond
Mixue sells its ice cream and drinks at around 40 US cents to US$1.50.