Introduction:Recent reports indicate that Mixue Ice Cream & Tea is launching a new wave of store expansion in the United States. Within a short period, the brand has completed construction hoardings for three outlets — in Manhattan’s Chinatown in New York, the Broadway commercial district, and the core area of Hollywood in Los Angeles — sparking widespread discussion among market watchers and netizens alike. This article provides an in-depth analysis of the site selection strategy, current renovation status, potential challenges, and future operational outlook for these three locations, offering a first-hand look at this Chinese affordable tea beverage brand's overseas expansion.

The Chinese affordable tea brand Mixue Ice Cream & Tea has been actively expanding in the U.S. market recently. Not only have there been rumors of its imminent entry into New York, but the brand has also swiftly moved forward with tangible store setups. Observations show that Mixue has now put up construction hoardings for three outlets in Manhattan’s Chinatown, along Broadway, and near the Hollywood Walk of Fame in Los Angeles — all located in high-footfall, prime commercial zones with significant value.

At the first location in Manhattan’s Chinatown, the outlet has quietly begun displaying branded signage featuring the company’s logo and its iconic Snow King mascot, signaling that renovation work has quietly commenced. Local residents noted that they had been closely monitoring changes at the site for some time, and are now seeing tangible progress. They expressed great anticipation for the brand’s move into the international market.

Meanwhile, at the intersection of Broadway and 32nd Street, another Mixue storefront has also been covered with brand signage. This location is not only close to a subway station, but also sees a daily flow of numerous tourists and commuters — a major advantage for building brand awareness in the early stages. Notably, this outlet is just a few blocks away from the well-known Luckin Coffee chain, making the competitive dynamics between the two worth watching.

In addition to the two East Coast locations, the brand has also made moves on the West Coast in Hollywood, Los Angeles. According to local netizen reports, a unit at 6922 Hollywood Boulevard — directly opposite TCL Chinese Theatre and Madame Tussauds — has been hoarded off. The actual floor area of this store is 752 square feet (approximately 69.86 square meters). Although the space is not particularly large, its location in one of the world’s most famous tourist attractions, which draws nearly 10 million visitors annually, promises a daily foot traffic of aroundapproximately 27,400 people— offering significant benefits for brand exposure and initial sales.

Real estate insiders revealed that Mixue has chosen high-rent, high-traffic core commercial areas for all three outlets, demonstrating the brand’s determination to aggressively expand its overseas presence. Currently, all three stores are in the renovation phase. Based on on-site observations and industry estimates, they are expected to open progressively between the end of this year and early next year, although whether they will open simultaneously remains unconfirmed officially.

Aside from the highly watched location choices, Mixue’s pricing strategy has also become a hot topic among netizens. Many customers hope the brand will maintain its low-price approach from China, allowing Americans to enjoy signature items like lemonade and milk tea at affordable prices. Some have even joked, “Will the Snow King sell taro grape drinks for $3 in Los Angeles?” or “Can we get lemonade for $1?” These remarks reflect the public’s strong expectation for the brand’s affordability.

However, many rational analyses point out that costs such as rent, labor, ingredients, and utilities in the U.S. are significantly higher than in China. If Mixue maintains its original pricing, it may face considerable operational pressure. Therefore, whether product prices will be adjusted in the future will directly affect the brand’s acceptance locally and its competitiveness in the market — a key factor to watch moving forward.

As the three stores near the final stages of renovation, both fans of the brand and industry observers are keen to see whether Mixue can replicate its success in the U.S. market. From Chinatown to Hollywood, from budget-friendly pricing to international expansion, each move by Mixue is poised to become a key case study in observing how Chinese tea beverage brands go global.

The above content is compiled by CoffeeHunters, a coffee news website.