Mixue Group Closes 89 Overseas Stores Amid Strategic Restructuring

Mixue Group, the world's leading food and beverage chain, has announced the closure of 89 overseas stores, with a significant number located in Vietnam and Indonesia. This move is part of a broader strategy to enhance operational efficiency and focus on sustainable growth. According to the company's latest financial report, the closures are aimed at optimizing existing store operations rather than a global contraction of its business.

As of June 30, 2025, Mixue reported a total of 4,467 stores outside China, a decrease of 162 from the end of 2024, although this figure is still higher than in previous years. The company has not disclosed the exact number of closures in each market but acknowledged that Vietnam and Indonesia are its largest overseas markets, with Vietnam hosting 1,304 stores as of September 2024.

“The closures are aimed at optimizing existing store operations rather than a global contraction of its business.”Mixue Group financial report

Despite the store closures, Mixue reported a 2.3% increase in revenue, reaching 15.2 billion yuan (approximately $2.26 billion) in the first half of 2025, along with a net profit of 2.32 billion yuan ($330 million). This growth is attributed to the company's ongoing efforts to enhance supply chain management and improve store operations, which are essential for delivering high-quality products and customer experiences.

Mixue's product offerings, including lemonade, ice cream, milk tea, and fruit tea, are priced between 10,000 to 30,000 VND (approximately $0.43 to $1.30) in Vietnam. The company has been shifting its focus from smaller outlets to larger, modern stores located in prime areas, which is expected to support long-term growth.

In addition to the closures, Mixue has been expanding its footprint in new markets, including Kazakhstan and the United States, while also launching its Lucky Cup brand in Malaysia and Thailand. This indicates that the closures in Vietnam and Indonesia are part of a localized strategy rather than a global retreat.

“The company has closed underperforming stores in these two markets and has relocated some outlets to more favorable locations.”Cai Weimiao, CEO of Mixue Group

Mixue's Chief Executive Officer, Cai Weimiao, confirmed that the company has closed underperforming stores in these two markets and has relocated some outlets to more favorable locations, resulting in a reported daily sales increase of over 50% at those new sites. The company is also investing in training foreign staff in China to enhance operational capabilities.

As Mixue continues to navigate the competitive landscape of the beverage industry, it remains focused on optimizing its operations and expanding its market presence across Southeast Asia and beyond.