Asian Spectator


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Mixue on the march: ice cream serves soft power for China in Southeast Asia

  • Written by Muhammad Zulfikar Rakhmat, Researcher, Center of Economic and Law Studies (CELIOS)
Mixue on the march: ice cream serves soft power for China in Southeast AsiaOne of Mixue's outlets in Tasikmalaya, West Java.AsepSur/shutterstock

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...

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