Chinese tea chain Mixue opens its first Australia outlet

Chinese tea chain Mixue has launched in Australia, opening its first store in Sydney’s World Square shopping centre.

Two more locations are imminent in Brisbane and Melbourne.

The Sydney store features floor-to-ceiling windows spanning an entire wall and red steel frames.

A marketing campaign by Mixue offering “1000 Sydney students to have a drink for free” was launched for the brand’s Sydney launch. Mixue said that although the pricing will be different to that in its home market, the quality will not change.

Founded by Zhang Hongchao in 1997, Mixue Ice Cream and Tea opened its first overseas store in Vietnam in 2018 and currently has 600 stores in 11 Asian countries and 21,000 stores in China.

With several milk tea companies expanding into the market during the past two years, Australia is a promising destination for the sector.

Global milk tea giant Gong Cha last year said it planned to add 17 new stores to its existing 118 locations in Australia and both Gotcha and Chatime recently said they planned to prioritise the market.