Mixue, the Chinese food-and-beverage chain that has grown into the largest restaurant chain in the world by store count, has officially made its U.S. debut with the opening of its first location on Hollywood Boulevard in Los Angeles. The launch, part of the brand’s broader international expansion strategy, signals a new chapter as it brings its low-cost ice cream, teas and coffee to American consumers.
Mixue now operates over 53,000 stores worldwide, surpassing even globally recognised brands like Subway and Starbucks in sheer unit count, and quickly expanding across Asia and other regions. The company’s footprint includes nearly 4,700 locations outside China in markets such as Australia, Japan, South Korea, Thailand, Malaysia and Singapore, and now the U.S. market.
Mixue has built its success around a value-focused pricing model. Signature items at the Los Angeles debut include classic soft-serve ice cream for around $1.19, iced lemonades for $1.99, and lattes for $2.99, with bubble teas starting at about $3.99, pricing that undercuts many established competitors in the U.S. beverage and dessert space.
Unlike some global brands that expand cautiously, Mixue’s business model prioritises rapid franchised expansion and local adaptation, with its supply chain digitally managed end-to-end to maintain quality and cost efficiency as it scales.
The Los Angeles opening is just the first step. Mixue has announced plans to launch additional U.S. locations in New York City and across the Americas in the coming months, illustrating its ambition to become a recognised player in the crowded U.S. market.
However, the U.S. beverage and quick-service space remains competitive, with well-established players such as Starbucks, Dutch Bros, Swig, and 7 Brew seeing strong unit and sales growth. Mixue’s strategy of low prices and broad placement will be tested against these entrenched operators, along with other Chinese chains like Luckin Coffee, which recently debuted its first U.S. stores in New York City.
