Mixue: Testing the World’s Largest Fast-Food Phenomenon—The Hype Is Real!
Mixue, renowned as the world’s largest fast-food chain by store count, has officially expanded its operations into the United States. The Chinese-based chain, known for its ice cream, bubble tea, and coffee, inaugurated three locations in December 2025, with two in New York and one in Los Angeles. This move signals a rising trend of international fast-food brands entering the American market.
Locations and Popularity
The newly opened Mixue locations are strategically positioned in bustling urban areas. The Herald Square venue in New York attracted considerable attention, evidenced by the lines that often stretch outside its doors. On a recent Friday, over 20 customers queued up at 1:50 PM, eagerly anticipating their orders.
Customer Experience
At Herald Square, the vibrant red exterior of Mixue draws in passersby, many of whom stop to take photos. The festive atmosphere is enhanced by the chain’s catchy theme song playing on loop, although some customers noted it became slightly repetitive after a while.
Inside, the ordering process is streamlined through digital tablets, accompanied by human cashiers. However, eager patrons encountered several sold-out menu items—highlighting the chain’s initial popularity despite having only recently opened.
Prices That Undercut Competitors
Affordability is a hallmark of Mixue’s appeal. On average, menu items are priced below $4, making it a viable alternative to traditional American fast-food options. For example, an order of soft serve ice cream and an oolong tea totaled just $3.63, especially after applying a rewards program discount.
- Mixue soft serve cone: less than $2
- Oolong tea: under $2
- Comparable items at competitors: McDonald’s ice cream cone at $3.29
Mixue’s emphasis on value is drawing comparisons to established brands, with some customers expressing concern for rivals like McDonald’s, which cannot compete on price alone.
Significant Market Entry
Mixue’s entry into the U.S. market follows a successful IPO in Hong Kong in March 2025, where shares soared over 30% on their debut day. With a staggering total of more than 46,000 locations worldwide, Mixue has surpassed major competitors like Starbucks and McDonald’s, which have approximately 40,000 and 43,000 stores, respectively.
This expansion also aligns with a broader trend of Asian chains making their mark in the American food scene. Mixue joins other notable arrivals, such as Luckin Coffee and Chagee, both of which have launched their own U.S. stores recently.
Global Presence
While Mixue’s footprint is primarily in China, it has also infiltrated various Southeast Asian countries, rendering it a familiar brand to international travelers. Additionally, each Mixue outlet globally maintains affordability, with most items priced under $3.
The introduction of Mixue to the American landscape indicates a shift in consumer preferences and the rising influence of Asian brands in the fast-food sector. As Mixue continues to grow, it sets a precedent for competitive pricing and consumer-centric approaches in the U.S. market.
