(15 Mar 2025)
RESTRICTION SUMMARY:
ASSOCIATED PRESS
Jakarta, Indonesia – 20 February 2025
1. Sign of “Mixue, Since 1997 Ice Cream and Tea”
2. Wide of Mixue ice cream shop on the side of the road
3. Various of customers in Mixue shop
4. Various of Mixue staff preparing drinks
5. Mother and daughter drinking at table
6. Close of plastic cups
7. SOUNDBITE (Indonesian) Rahma Yuliana, customer:
“Mixue’s development is very fast, even on social media like TikTok and others there is a joke that any empty shophouse would soon turn into a Mixue store. I am happy but surprised by Mixue’s very fast development in just a short time.”
ASSOCIATED PRESS
Bangkok, Thailand – 19 February 2025
8. Various of Mixue shop with customers outside
9. Customer eating ice cream in shop
ASSOCIATED PRESS
Singapore – 28 February 2025
10. SOUNDBITE (English) Jianggan Li, CEO of research firm Momentum Works:
“These are the brands which have been equipped with a lot of automation to drive efficiency, a lot of digitalization to basically manage large operations and also a lot of, I won’t say expertise, but a lot of experience in running digital channels – online marketing, food delivery, etc. because they have been through the tough competition in China, which requires them to be much more efficient.”
ASSOCIATED PRESS
Kuala Lumpur, Malaysia – 26 February 2025
11. Counter of Chinese sauerkraut fish chain Fish With You
12. Various of cooks preparing food
13. Wide of customers in restaurant
14. Wide of Fish With You vice president Liu Liujun talking
15. SOUNDBITE (Mandarin) Liu Liujun, Fish With You Vice President:
“We did research in the early stage and almost all of our tastes (Chinese and Southeast Asian) were the same. All of the ingredients were purchased locally.”
16. Wide of Fish With You customer Victoria Kovalan eating
17. SOUNDBITE (English) Victoria Kovalan, customer:
“I think it’s opened up our palate. I think previously Sichuan is not something very common in Malaysia, especially with things like Sichuan hotpot and all that. I think it’s taken the Chinese food scene by storm.”
ASSOCIATED PRESS
Bangkok, Thailand – 24 February 2025
18. Various of customers at a Mixue shop
ASSOCIATED PRESS
Hong Kong – 6 March 2025
19. Various of Gordon Mathews, professor of anthropology at the Chinese University of Hong Kong, walking outside
20. SOUNDBITE (English) Gordon Mathews, professor of anthropology at the Chinese University of Hong Kong:
“So China does have an uphill struggle to obtain soft power but it’s doing an excellent job with its products. I mean I know this for phones very clearly. Tecno phones have taken over the African market. So Chinese goods, they really are good and that’s going to extend to bubble tea in the future, maybe, not in Africa necessarily, but certainly in Southeast Asia and other places so I think it’s inevitable that Chinese soft power is going to grow.”
ASSOCIATED PRESS
Kuala Lumpur, Malaysia – 25 February 2025
21. Wide of Mixue store
22. Various of Mixue customer Saleha Baharuddin buying and eating ice cream
23. SOUNDBITE (English) Saleha Baharuddin, customer:
“Most Malaysians, even me myself, we are also struggling sometimes but at the same time we want to have a sweet moment, we want to have something nice for ourselves and be happy and we have the options, then I come to Mixue.”
24. Sign in Mixue shop reading (English): “Hello Malaysia”
25. Sign in Mixue shop reading (English): “Over 35000+ Stores Worldwide”
STORYLINE:
Yuliana marvels at the chain’s rapid expansion.
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