Mixue, a Chinese food and beverage chain known for its bubble tea and ice cream, has opened its first store in Brazil, located on Paulista Avenue in São Paulo. With over 60,000 outlets worldwide, Mixue aims to establish 500 to 1,000 stores in Brazil by 2030. The brand's appeal lies in its affordable pricing, with items like ice cream cones costing as little as Rmb2 (approximately 29 cents USD). This strategy has positioned Mixue as a formidable competitor to established Western brands such as Starbucks, especially as consumers seek budget-friendly options amid economic challenges. Last year, Mixue reported a 35% increase in revenue to Rmb33.6 billion (around $4.6 billion USD) and a net profit of Rmb5.9 billion (approximately $820 million USD). However, the company has faced setbacks, including the closure of 428 international stores in 2025, primarily in Southeast Asia, as it restructures its overseas operations. Despite these challenges, Mixue continues to attract interest from potential franchisees, receiving inquiries from nearly 300 individuals in Brazil alone. The company's integrated supply chain model, which allows it to self-produce over 60% of its ingredients, is seen as a key factor in maintaining low prices, though it poses risks as it expands internationally.