The Rising Popularity of Mixue's Marketing Strategy

Nowadays, when you enter through a mall in Jakarta, you will discover milk tea businesses everywhere, and almost all of them are Mixue. In the last three years, Indonesia’s milk tea business has grown quickly, and young people will sing the Mixue theme song. According to the data, since Mixue’s make their debut in Indonesia in 2021, the milk tea business has grown very quickly. Mixue has over 3,000 locations as of March 2023, quickly capturing key towns in Indonesia while establishing its position as the top milk tea brand there. Momoyo comes in second, with 500 outlets. Wedrink comes third with 400 outlets. Chatime from Taiwan comes fourth, with over 300 outlets.