(15 Mar 2025)
RESTRICTION SUMMARY:
ASSOCIATED PRESS
Jakarta, Indonesia – 20 February 2025
1. Wide of customers in Mixue shop
ASSOCIATED PRESS
Kuala Lumpur, Malaysia – 25 February 2025
2. Wide of Mixue store
3. Various of Mixue customer Saleha Baharuddin buying and eating ice cream
4. SOUNDBITE (English) Saleha Baharuddin, customer:
++OVERLAID WITH SHOT 3++
“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.”
5. Sign in Mixue shop reading (English): “Hello Malaysia”
6. Sign in Mixue shop reading (English): “Over 35000+ Stores Worldwide”
ASSOCIATED PRESS
Hong Kong – 6 March 2025
7. SOUNDBITE (English) Gordon Mathews, professor of anthropology at the Chinese University of Hong Kong:
++PARTLY OVERLAID WITH SHOT 8++
“So China does have an uphill struggle to obtain soft power but it’s doing an excellent job with its products. 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.”
8. Wide of Gordon Mathews, professor of anthropology at the Chinese University of Hong Kong, walking outside
ASSOCIATED PRESS
Bangkok, Thailand – 19 February 2025
9. Wide of Mixue shop with customers outside
ASSOCIATED PRESS
Kuala Lumpur, Malaysia – 26 February 2025
10. Counter of Chinese sauerkraut fish chain Fish With You
11. Close of cooks preparing food
12. 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.”
13. Wide of Fish With You customer Victoria Kovalan eating
14. Wide of food hall
ASSOCIATED PRESS
Bangkok, Thailand – 24 February 2025
15. Wide of customers at a Mixue shop
STORYLINE:
In a small and bustling ice cream shop in in the Indonesian capital Jakarta, a steady stream of customers wait for sweet treats.
But this isn’t McDonald’s or Starbucks. It’s the Chinese beverage giant Mixue Bingcheng.
The Chinese beverage giant has become the world’s largest food and beverage chain by number of outlets, passing Starbucks and McDonald’s.
The company, whose brand name Mixue Bingcheng means “Honey Snow Ice City,” in Chinese, is capitalizing on the region-wide sweet tooth with affordable offerings of ice cream, coffee and bubble tea drinks.
As of September, Mixue Group had over 45,000 stores carrying its Mixue tea drinks, ice creams and Lucky Cup coffee brands, more than the store numbers of Starbucks and McDonald’s, industry analysts reported.
More broadly, by December, Chinese F&B brands had opened over 6,100 outlets in Southeast Asia, Singapore-headquartered research firm Momentum Works reported.
India and Vietnam account for roughly two-thirds of those outlets, while there are relatively more Chinese brands in Singapore and Malaysia, which have sizeable Chinese-speaking populations.
In the Malaysian capital of Kuala Lumpur, Chinese Sichuan sauerkraut fish chain Fish With You vice president Liu Liujun also spotted opportunity and capitalized on similar palates between Chinese and locals.
“We did research in the early stage and almost all of our tastes were the same. All of the ingredients were purchased locally.”
“We want to have something nice for ourselves and be happy,” she said. “Then I come to Mixue.”
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