<
https://theconversation.com/mixue-on-the-march-ice-cream-serves-soft-power-for-china-in-southeast-asia-203670>
"Mixue has dominated Southeast Asia’s ice cream and tea businesses for five
years, having opened its first outlet in Vietnam in 2018. Based in China, where
it operates 22,500 stores. Around 1,000 Mixue outlets now operate in several
Southeast Asian countries including the Philippines, Thailand and Indonesia. In
comparison, despite having been around much longer, there are 10,000 Starbucks
outlets and around 9100 McDonalds restaurants throughout the Southeast Asian
region.
In Indonesia, Mixue has become a trend on social media platforms. People are
posting about their daily cravings for Mixue products and making jokes and
memes – it is common to find the brand among Twitter’s trending topics.
The joke in the region goes that you have to keep an eye on any vacant space in
your neighbourhood, because it will soon turn into a new Mixue outlet. There
are three contributing factors behind Mixue’s success story in Indonesia:
supply chain efficiency, affordable product prices and the ease with which a
franchise can be started.
In addition to this, we as researchers focusing on China-Indonesia relations
argue that Mixue – along with other China-based international retail operations
such as Miniso – is more than just a business success story. It has the
potential help China promote a positive national image in Indonesia."
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
