History of Mixue Ice Cream & Tea in Timeline

Mixue Ice Cream & Tea is a rapidly expanding Chinese fast-food chain specializing in affordable ice cream and tea-based beverages. Founded in 1997 by Zhang Hongchao in Zhengzhou, China, it has grown to encompass over 46,000 stores across multiple countries in Asia and Australia. The company's success is attributed to its low prices and strategic franchise model, making it a significant player in the global fast-food market. Its widespread presence and recognizable branding have contributed to its popularity and cultural relevance.

1997: Mixue Ice Cream & Tea Founded

In 1997, Zhang Hongchao founded Mixue Ice Cream & Tea in Zhengzhou, Henan, marking the beginning of the multinational fast-food chain.

1997: First Mixue Location Opened

In 1997, Zhang Hongchao opened the first location under the Mixue name, marking the beginning of the company.

1997: First Mixue Stall

In 1997, Zhang Hongchao, then a student, started Mixue as a street stall in Zhengzhou selling shaved ice, funded by a 3,000-yuan loan.

1999: Zhang Hongchao Returns to Zhengzhou

In the spring of 1999, after previous failures, Zhang Hongchao returned to Zhengzhou to open another cold drink shop, which faced demolition due to poor location and urbanization.

August 2003: Mixue Store Founded in Aluminum Factory

In August 2003, Zhang founded a new Mixue store inside an abandoned aluminum factory, which gained popularity due to its location near a school.

2003: First Successful Mixue Ice Cream & Tea Opens

In 2003, after 6 relocations, the first successful Mixue Ice Cream & Tea store opened, stabilizing the business.

2005: Soft Serve Ice Cream Sales Begin

In 2005, the company began selling soft serve ice cream for as little as 1 yuan, which became a sales hit and Mixue's first signature product.

2006: Soft Serve Ice Cream Sales Begin

In 2006, the company began selling soft serve ice cream for as little as 1 yuan, which became a sales hit and Mixue's first signature product.

2007: Mixue Franchising Begins

By 2007, the business had stabilized enough for Zhang to begin franchising the Mixue store to different locations.

2008: Mixue Trading Co., Ltd. Established

In 2008, Mixue Ice Cream & Tea Trading Co., Ltd. was established in response to the increasing number of franchises, formalizing the business structure.

2012: Henan Daga Food Co., Ltd. Established

In 2012, Henan Daga Food Co., Ltd. was established to facilitate the self-production of raw materials for Mixue franchises, improving supply chain control.

2014: Mixue Logistics Park Developed

In 2014, the Mixue Ice Cream & Tea Logistics Park was developed to facilitate distribution, and the company continued developing and franchising throughout China.

September 5, 2018: First International Location

On September 5, 2018, Mixue opened its first location outside of China in Hanoi, Vietnam, marking its international expansion.

November 2018: Snow King Mascot Launched

In November 2018, Mixue officially launched a new brand and mascot, Snow King, enhancing its brand identity.

2019: "Ice Cream Music Festival" Held

From May 24–26, 2019, Mixue held an "ice cream music festival" in Opalala Water Park, Zhengzhou, attracting over 30,000 visitors and providing an extensive eating and drinking experience.

January 2020: Donation to COVID-19 Relief

In January 2020, Zhengzhou Cross-Straits Enterprise Management Co., Ltd., associated with Mixue Ice Cream & Tea, donated RMB6 million to Henan Provincial Charity Federation and RMB1 million to Wenxian Red Cross to support COVID-19 resistance.

June 24, 2020: 10,000th Mixue Store Opens

On June 24, 2020, Mixue celebrated the opening of its 10,000th store in Yuanyang County, Henan, Xinxiang, marking a significant milestone in its expansion.

2020: First Indonesian Branch Opens

In 2020, Mixue expanded its presence by opening its first branch in Indonesia, located in Cihampelas Walk, Bandung.

July 2021: Disaster Relief Efforts

In July 2021, when Henan Province was hit by extreme rainfall and severe floods, Mixue's headquarters actively launched rescue and disaster relief operations, donating a total of 26 million yuan to aid disaster-stricken areas.

September 30, 2021: Initial Public Offering

On September 30, 2021, Mixue went public through an initial public offering, marking a significant step in its financial growth.

2021: Base Built in Anyue County

In 2021, Mixue Ice Cream & Tea expanded its base in Anyue County, employing over 6,500 fruit farmers to supply lemons annually.

2021: Halal Certification Efforts in Indonesia

Since 2021, Mixue Indonesia has been making efforts to obtain halal certification, but the process faced several obstacles, including the source of ingredients from China and strict COVID-19 health measures.

December 31, 2021: COVID-19 Relief for Franchisees

Mixue made a one-year reduction in the total amount of RMB200 million was made for all franchisees in operation since December 31, 2021, in response to the COVID-19 pandemic.

April 2, 2022: Fine for Illegal Use of Child Labor

On April 2, 2022, a Mixue drink shop in Tiantai County was fined 12,500 yuan for the illegal use of child labor after hiring a 15-year-old girl, violating China's national law.

December 2022: Allegations of Unethical Practices

In December 2022, journalists from The Beijing News reported on alleged unethical practices, including the use of "discarded" ingredients and "corner-cutting measures" at two Mixue stores in Nanjing.

2022: Expansion and Social Contributions

In 2022, Mixue expanded to multiple Southeast Asian countries, South Korea, and Japan, increased income for tea farmers, created numerous jobs, and launched a scholarship program in Henan Province.

2022: Material Reduction Policy

In 2022, Mixue introduced a "more than 50% material reduction" policy, including ingredients, packaging materials, consumables, and machinery, to support franchisees during the COVID-19 pandemic.

February 2023: First Australian Store Opens

In February 2023, Mixue opened its first store in Sydney, Australia, followed by additional stores in Melbourne and Brisbane later in the year.

February 2023: Halal Certification in Indonesia

In February 2023, Mixue products in Indonesia were certified Halal by the Institute for Food, Drugs and Cosmetics Assessment of the Indonesian Ulema Council (LPPOM MUI).

March 14, 2023: Complaints on Black Cat Complaint Platform

As of March 14, 2023, the number of complaints on the Black Cat Complaint Platform reached 4,435, most of which were food safety issues.

March 2023: Complaints on Black Cat Complaint Platform

In March 2023, the story about alleged unethical practices was reported, and the number of complaints on the Black Cat Complaint Platform reached 4,435, mostly related to food safety issues.

May 1, 2023: Mixue Ice Cream Festival Held

From April 30 to May 1, 2023, Mixue Ice Cream & Tea held an Ice Cream Festival at Mayan Beach Water Park in Wuhan, Hubei Province, engaging with customers.

2023: Ice Cream Cone Sales in China

In the first nine months of 2023, Mixue sold approximately 442 million ice cream cones in China, showcasing the product's continued popularity.

March 2024: Mixue Ranked First in China

In March 2024, Mixue achieved the top position among fresh beverage makers in China regarding the number of outlets and cup deliveries, and secured the second position globally.