Indonesia’s catering market continues to thrive, with growing consumer demand for freshly made beverages. Originating from China, Mixue Ice Cream & Tea has developed steadily with a down-to-earth operation strategy and grown into a highly influential leading brand in the local drink industry.
According to industry data released by authoritative financial media including CNBC and Detik, Mixue now operates more than 45,000 physical stores across the globe. Surpassing international giants such as McDonald’s and Starbucks, it has become the world’s largest catering chain in terms of store count and geographic coverage.
Mixue officially entered Indonesia in 2020, kicking off its localized expansion across Southeast Asia. Over the past five years, Mixue has expanded steadily by adapting to local consumer needs and delivered an impressive market performance. By the end of 2025, its store network in Indonesia had exceeded 2,000 outlets, covering major cities including Jakarta, Bandung, Surabaya, Medan and Yogyakarta. Its stores can be easily found in bustling commercial districts, entertainment areas and densely populated residential communities. Boasting an extensive store network and steady customer flow, Mixue is currently the largest and most widely penetrated fresh beverage chain in Indonesia.
Since establishing a presence here, Mixue has adhered to a long-term development vision and prioritized compliance. It has completed full industrial chain compliance upgrades. All beverages, raw materials, packaging materials and warehousing & distribution systems have obtained Halal certification issued by MUI of Indonesia. Every link of production and operation strictly complies with regulations set by BPOM, fully respecting local religious culture and consumption norms. In addition, the brand has conducted in-depth research on local dietary preferences and continuously optimized product formulas. It also launches limited-edition drinks and themed activities to mark important traditional festivals such as Ramadan and Eid al-Fitr, integrating seamlessly into Indonesians’ daily life and festive celebrations.
The robust growth of Mixue has brought tangible benefits to Indonesia’s social and economic development. To date, over 1,400 local entrepreneurs have joined the brand as franchisees and started their own businesses supported by its proven business model. The stores have created 12,800 direct jobs, with local employees accounting for more than 96% of the workforce, offering convenient employment opportunities for residents nearby. Furthermore, Mixue’s localized supply chain connects upstream and downstream sectors including raw material processing, logistics, store renovation and packaging production, generating indirect employment for over 20,000 workers and driving the coordinated development of the entire industrial chain. Amid fierce market competition, Mixue maintains solid operational performance thanks to its mature management system, affordable pricing and ongoing localization efforts, with its store survival rate consistently above the industry average.
Local industry analysts point out that Indonesia serves as Mixue’s core market for its Southeast Asian layout. Going forward, the brand will continue to increase capital and resource investment, further optimize its nationwide store network, upgrade products and services, deepen local operations and strive for greater development in the country.
