In the golden autumn of September, Mixue Bingcheng’s global layout continues to be implemented. From September 19th to 20th, local time, Mixue Ice City opened two stores in Tashkent, the capital of Uzbekistan, and held a variety of activities such as check-in and free drinks, consumption draws and so on. Previously, on September 13, Mixue Bingcheng’s first store in Mongolia officially opened in Ulaanbaatar, the capital. Sweet Chinese tea drinks are deeply loved by local consumers.
So far, Mixue Bingcheng’s overseas stores have covered 18 countries. From Kazakhstan to Kyrgyzstan, and now to the opening of stores in Mongolia and Uzbekistan, this also marks that this Chinese tea brand that came out of Zhengzhou is entering a new stage in its layout in the Northeast and Central Asian markets.
The daily turnover of the first store in Mongolia reached 43,000 yuan, and two stores in Tashkent, Uzbekistan were opened at the same time
Mixue Bingcheng's first store in Mongolia is located on Heping Avenue, the core main road in Ulaanbaatar. The Snow King door of the independent building is particularly eye-catching. The store area is about 160 square meters, with surrounding experience areas and guest leisure areas. The store is surrounded by well-known universities such as the National University of Mongolia and Mongolian University of Finance and Economics, as well as well-known attractions such as the National Museum of Mongolia and Xingren Temple, as well as the core business district of Shangri-La, where students, white-collar workers and tourists are highly concentrated.
During the opening event, customers lined up in long lines to taste delicious freshly made drinks and ice cream. The popularity quickly became a hot topic on local social media. In addition, the store launched a lottery for in-store consumption, attracting a large number of customers to participate. Store data shows that Mixue Bingcheng’s first store in Mongolia had a turnover of about 43,000 yuan on its opening day. From September 13th to 15th, the store’s total turnover for three days was about 120,000 yuan.
In Tashkent, the capital of Uzbekistan, the first two stores of Mixue Ice City have made their debut. One of the mall stores is located in NEXT MALL, a popular shopping mall in the city, and the other commercial street store is located in the popular local commercial street "Seoul Street". The store's business hours have been extended until late at night to better meet the nighttime consumption needs of local residents.
During the opening period, Mixue Bingcheng held an activity to sell Snow King peripherals, and the honest and lovely Snow King IP became the "popular person" in the store. In addition, the Snow King inflatable model wearing local national costumes and the giant Snow King inflatable erected in the NEXT MALL square attracted many citizens to check in and take photos. According to statistics, during the opening period, Mixue Bingcheng Tashkent Seoul Street store's single-day turnover exceeded 31,000 yuan.
Local customers account for more than 95%, and "high quality and affordable price" are favored by local consumers.
The permanent population of Ulaanbaatar, the capital of Mongolia, is about 1.7 million, accounting for about half of the country's population. Mongolians account for about 80% of the country's total population. Mongolia has a typical continental climate, and ice cream and tea are part of the locals’ daily diet. The arrival of Mixue Ice City quickly attracted a lot of attention from local consumers.
Store data shows that among the customers of Mixue Bingcheng’s first store in Mongolia, locals account for more than 95%, including students and office workers from surrounding areas, as well as middle-aged and elderly customers. The top 5 best-selling drinks in the store include taro grapes, pearl milk tea, Oreo sundae, strawberry sundae, and orange juice. The high-quality freshly made drinks are generally loved by consumers.
In Uzbekistan, freshly made tea drinks are increasingly favored by the younger generation. However, the overall industry is still in the development stage and the degree of standardization is limited. The arrival of Mixue Ice City has further enriched the high-quality supply of local freshly made drinks. The fruit tea series is particularly popular among local consumers. On the store's best-selling list, there are not only classic milk teas such as pearl milk tea, but also fresh fruit teas such as taro ball grape, full cup of passion fruit, peach and four seasons spring.
Product pricing continues Mixue Bingcheng’s consistent positioning of “high quality and affordable price”. Compared with similar local brands, Mixue Bingcheng's products have outstanding price-quality advantages. On social media, local young consumers have left messages expressing their love for Mixue Bingcheng, and many local food bloggers have also spontaneously recommended it.
"Oriental tea fragrance" on the Silk Road, Chinese service brands go global
China and Mongolia are connected by mountains and rivers. In recent years, economic, trade and people-to-people exchanges between China and Mongolia have continued to heat up. The arrival of Mixue Bingcheng has given Mongolian young people who love Chinese culture an additional window to experience Chinese consumer brands at home.
Uzbekistan is located in the hinterland of Central Asia and is a key hub of the ancient Silk Road. From the camel bells on the ancient Silk Road in Samarkand to the Snow King drinks on the streets of Tashkent, a cup of high-quality and affordable freshly made tea also allows local young people to gain an in-depth understanding of the innovation and vitality of Chinese consumer brands.
As a leading brand in the ready-made beverage industry, Mixue Bingcheng has long adhered to a global development strategy. In 2018, Mixue Bingcheng’s first overseas store opened in Hanoi, Vietnam. Since 2025, Mixue Bingcheng has successively entered Kazakhstan, the United States, Mexico, Brazil, Kyrgyzstan, Mongolia and Uzbekistan, continuing to bring sweetness and deliciousness to the markets of the Americas, Central Asia, and Northeast Asia, further assisting the development and innovation of local fresh tea drinks.
In the process of globalization, Mixue Bingcheng has always adhered to high-quality development. On the one hand, relying on domestic development experience and capability base, we continue to bring high-quality and affordable delicacies. At the same time, Mixue Bingcheng actively combines local food culture and consumption habits, continues to improve the level of localized operations, and brings more sweetness and happiness to consumers around the world with cups of freshly made drinks within reach.
