Chinese beverage giant MIXUE is strengthening its presence in the Philippines by leveraging its established operating capabilities across Indonesia, Vietnam and Malaysia, as the company accelerates expansion in one of Southeast Asia’s fastest-growing consumer markets.
The move forms part of MIXUE’s broader regional growth strategy, with the company describing the Philippines as a high-potential market driven by its population of more than 100 million, young consumer base, expanding modern retail sector and rising demand for freshly prepared beverages. Rather than building operations independently, MIXUE is integrating the experience and infrastructure developed in neighbouring Southeast Asian markets to support faster and more efficient local expansion.
In a press release issued on July 24, the company said it has already established a mature regional operating system in Indonesia, achieved large-scale expansion in Vietnam, and continued strengthening its supply chain and operational capabilities in Malaysia. Those capabilities are now being deployed to support its Philippine operations. “In recent years, MIXUE has established a mature regional operating system in Indonesia, achieved large-scale expansion in Vietnam, and continuously strengthened its supply chain and operational capabilities in Malaysia,” the company said. “These regional capabilities will provide strong support for MIXUE’s continued development in the Philippine market.”
The company said its competitive advantage extends beyond rapid store expansion. Over the years, MIXUE has built an integrated operating system covering product research and development, raw material sourcing, intelligent manufacturing, warehousing, cold-chain logistics, digital operations and standardized store management, enabling it to replicate its franchise model efficiently across international markets.
MIXUE added that while Indonesia, Vietnam and Malaysia have already reached a relatively mature stage in the freshly prepared beverage sector, the Philippines remains in an earlier growth phase, creating significant long-term opportunities for expansion.
The company did not disclose new store-opening targets or investment figures for the Philippines. However, the announcement reinforces Southeast Asia’s importance as one of MIXUE’s fastest-growing international regions, supported by localized supply chains and regional operational hubs.
Founded in 1997 by Zhang Hongchao in Zhengzhou, Henan, MIXUE began as a small ice cream business before expanding into tea-based beverages. Today, it operates on a predominantly franchised business model, generating much of its revenue through the supply of ingredients, packaging, equipment and operating systems to franchisees rather than company-operated stores.
According to the company, MIXUE now operates nearly 60,000 stores worldwide, including more than 5,000 outlets outside China, making it one of the world’s largest freshly prepared beverage chains by store count. Southeast Asia has become a core pillar of its international expansion strategy.
