Operations

Mixue makes American debut in Hollywood

Photos: Mixue

December 23, 2025

Mixue, a Chinese beverage giant known for its ultra-low prices and "Snow King" mascot, has officially entered the American market with the opening of its first U.S. location in Hollywood.

The store, located at 6922 Hollywood Blvd., opened Dec. 19, marking its first location in the Americas. Operated by the Mixue Group, the chain has over 53,000 locations, nearnly 13,000 more than Starbucks' 40,000 locations.

True to the "value-focused" business model that fueled its massive growth across Asia, Mixue's U.S. menu features aggressive pricing rarely seen in the domestic specialty beverage market. Signature soft-serve ice cream is priced at $1.19, with iced lemonade at $1.99 and bubble tea starting at $3.99. Most items on the menu are priced under $5.

"Mixue is actively advancing its global strategy," the head of Mixue U.S. said in a company press release. "Given the substantial market potential in the United States, the first store serves as a starting point."

The company confirmed that the Los Angeles opening is the beginning of a broader North American push, with several locations in New York City expected to open in the coming days.

Founded in China, Mixue has expanded rapidly since opening its first international store in Vietnam in 2018. It now operates approximately 4,700 stores outside of China across 11 countries, including Australia, Japan and South Korea.

The brand's expansion is supported by a massive, vertically integrated supply chain. By managing its own ingredient sourcing, production and logistics, the company maintains high margins despite its low price points — a strategy that earned it a spot on Time magazine's "100 Most Influential Companies" list this year.

The Hollywood grand opening featured street pop-ups and appearances by the brand's mascot to draw in local consumers. Beyond its signature tea and ice cream, the U.S. location also offers customizable fruit teas and freshly brewed coffee.