Mixue Malaysia
- Company typePrivate
- Founded1997
- HeadquartersKuala Lumpur, Malaysia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Mixue Malaysia does
Mixue Malaysia operates a halal-certified bubble tea and soft-serve ice cream franchise network headquartered in Kuala Lumpur, serving value-conscious consumers across West Malaysia through company-supplied franchise storefronts. Its product portfolio centers on milk teas, fruit teas, boba drinks, and ice cream at price points under USD 5, with the April 2026 launch of Fresh Punched Orange and Taro Grape Tea marking entry into a fresh-fruit cold chain category.
The underlying operating model is a vertically integrated franchise system: Mixue Malaysia's parent, Mixue Group, owns the supply chain and distributes raw materials to its own franchisees, enabling consistent quality control and the low pricing that underpins the brand's positioning. In April 2026, Mixue Malaysia deployed a cold chain upgrade—replacing room-temperature storage with -35°C flash-freezing and -18°C distribution—and trained more than 1,000 franchisees via trainers dispatched from the China headquarters.
The business model generates revenue primarily through franchising fees and supply chain sales to franchisees, with direct retail providing a secondary consumer-facing revenue stream. Mixue Group completed a $444 million IPO on the Hong Kong Stock Exchange in late 2025 to fund international expansion, and Malaysia is positioned as a key Southeast Asia market within the group's global footprint of 45,000+ stores across 13+ countries.
Mixue Malaysia firmographics
Firmographics- Name
- Mixue Malaysia
- Legal name
- Mixue Malaysia
- Website
- https://mixuemalaysia.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Mixue Malaysia industry classification
Industry- Product category
- Bubble Tea and Beverage Franchise
- NAICS
- Ice Cream and Frozen Dessert Manufacturing (311520), Coffee and Tea Manufacturing (311920), Flavoring Syrup and Concentrate Manufacturing (31193), Beverage Manufacturing (3121)
- SIC
- Beverages (2080), Ice Cream & Frozen Desserts (2024), Dairy Products (2020)
- akta.pro primary industry
- Bubble Tea (Boba) Shops (THAFAKAC)
- akta.pro secondary industries
- Coffee Blending & Flavoring (AFAFADAC), Soft-Serve Ice Cream Mix Manufacturing (AFAHAEAB)
Keywords
Where Mixue Malaysia is headquartered
LocationHeadquarters
- HQ city
- Kuala Lumpur
- HQ country
- Malaysia
- HQ region
- Asia
Offices1 record
Markets served
Mixue Malaysia business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Franchising Revenue: Mixue generates most of its revenue from franchising. The company owns its entire supply chain and supplies raw materials to franchisees, creating a vertically integrated business model that ensures consistent quality and enables the company's low-price positioning.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Value menu items priced under $5 |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels1 record
Mixue Malaysia product offering
Product offeringCore offering
Mixue Malaysia operates a halal-certified bubble tea and soft-serve ice cream franchise network, serving freshly made beverages including milk teas, fruit teas, boba drinks, and ice cream cones directly to consumers through company-supplied franchise storefronts. Products are priced under $5 per item, supported by a vertically integrated supply chain and a cold chain distribution system (-35°C flash-freezing, -18°C storage) introduced in 2026.
Product overview
Mixue Malaysia operates as a bubble tea and fast-food franchise chain, offering a limited menu of beverages including milk teas, fruit teas, and boba drinks, along with soft-serve ice cream. The company operates on a franchise model with centralized supply chain management. Mixue Malaysia is implementing a 2026 quality upgrade strategy featuring cold chain improvements and new product launches (Fresh Punched Orange and Taro Grape Tea) to ensure product freshness from source to store.
Differentiator
Problem solved
Functional benefit
Products and services
- Fresh Punched Orange A fresh fruit tea beverage featuring orange as the primary ingredient, among the first products launched under Mixue Malaysia's 2026 cold chain upgrade strategy to ensure freshness from source to store. Targeted at Malaysian value-conscious consumers seeking affordable premium-style beverages.
- Taro Grape Tea A bubble tea beverage combining taro and grape flavors, among the first products launched under Mixue Malaysia's 2026 cold chain upgrade strategy. Targeted at Malaysian consumers seeking affordable specialty bubble tea.
- Soft-Serve Ice Cream Cones Soft-serve ice cream cones sold at Mixue Malaysia franchise storefronts at $1.19 per item, forming part of the chain's ultra-low value menu positioned significantly below competitors. Targeted at walk-in Malaysian consumers seeking affordable treats.
- Milk Teas and Boba Drinks A range of milk teas and boba (bubble) drinks sold at Mixue Malaysia franchise locations at prices under $5. Targeted at value-conscious Malaysian consumers seeking affordable premium-style bubble tea alternatives to higher-priced coffee/bubble tea chains.
- Mixue Malaysia Franchise Program A franchise opportunity offered to Malaysian entrepreneurs and small business owners, providing access to the Mixue brand, vertically integrated supply chain of raw materials, and specialized training (with over 1,000 franchisees expected to be trained in West Malaysia under the 2026 program). Targeted at SMB entrepreneurs seeking proven food and beverage franchise opportunities.
Quantifiable outcome
- 33% increase in net profit in 2025 despite challenging price war in China's F&B sector
- +1 more outcomes
Companies that use Mixue Malaysia
Customer profileSegments2 records
Ideal customer profiles2 records
Mixue Malaysia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Mixue Malaysia partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
Mixue Malaysia competitors and assessment
Company assessmentBroad incumbents
- Dairy Queen: Global soft-serve and fast-food chain with established Malaysia footprint. Comparable to Mixue Malaysia on soft-serve ice cream product category and franchise-led retail distribution, though broader menu.
- McDonald's: Global fast-food leader with Malaysia footprint. Comparable to Mixue Malaysia on store-count scale (Mixue exceeds McDonald's globally), franchise model, and standardized low-cost menu execution.
- Starbucks: Global beverage incumbent with deep Malaysian presence. Comparable to Mixue Malaysia on beverages and store-count scale, though serving a premium tier and benchmarked by Mixue as the price-positioning opposite.
Direct peers
- Gong Cha: Global Taiwanese bubble tea franchise with established Malaysian operations. Comparable to Mixue Malaysia on bubble tea product category, franchise-led growth, and mid-tier pricing.
- Tealive: Homegrown Malaysian bubble tea and beverage chain with a multi-format retail footprint. Most direct regional competitor to Mixue Malaysia given shared market, franchise model, and aggressive value-segment pricing.
- CoCo Bubble Tea: Taiwanese-originated global bubble tea franchise with significant Southeast Asia footprint. Comparable to Mixue Malaysia on mass-market bubble tea pricing, store-count-led scale, and franchise expansion playbook.
- Chatime: One of the largest bubble tea franchises globally with deep Malaysian presence. Directly comparable to Mixue Malaysia on product (bubble tea, milk tea), franchise-led distribution, and value-to-premium positioning.
- KOI The (KOI Thé): Taiwan-origin bubble tea and beverage chain operating across Southeast Asia. Comparable to Mixue Malaysia on premium-leaning bubble tea menu, franchise/storefront expansion, and regional SEA consumer targeting.
Emerging players
- BlackBall: Taiwanese dessert and beverage chain with Malaysian presence, known for grass jelly and shaved ice desserts. Comparable to Mixue Malaysia on beverage-and-dessert combo menu and SEA consumer base.
- Macao Imperial Tea: Asian-origin tea beverage chain expanding in Malaysia and SEA with boutique-style bubble tea positioning. Comparable to Mixue Malaysia on product category and Southeast Asia focus, though smaller scale.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Mixue Malaysia social profiles
Digital presenceMixue Malaysia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mixue Malaysia leadership team
Management profileNumber of profiles
Mixue Malaysia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mixue Malaysia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mixue Malaysia
What does Mixue Malaysia do?
Mixue Malaysia operates a halal-certified bubble tea and soft-serve ice cream franchise network, serving freshly made beverages including milk teas, fruit teas, boba drinks, and ice cream cones directly to consumers through company-supplied franchise storefronts. Products are priced under $5 per item, supported by a vertically integrated supply chain and a cold chain distribution system (-35°C flash-freezing, -18°C storage) introduced in 2026.
Is Mixue Malaysia a public or private company?
Mixue Malaysia is a private company. It is classified as corporate owned and is currently operating.
When was Mixue Malaysia founded?
Mixue Malaysia was founded in 1997. It employs 1,001 to 5,000 people.
Where is Mixue Malaysia based?
Mixue Malaysia is headquartered in Kuala Lumpur, Malaysia, in the Asia region.
How does Mixue Malaysia make money?
One revenue line is on record: franchising Revenue.
Who are Mixue Malaysia's main competitors?
Broad incumbents on record are Dairy Queen, McDonald's and Starbucks. Direct peers are Gong Cha, Tealive, CoCo Bubble Tea, Chatime and KOI The (KOI Thé). Emerging players are BlackBall and Macao Imperial Tea.
Does Mixue Malaysia have an API?
No public API is recorded for Mixue Malaysia.
What industry is Mixue Malaysia in?
Mixue Malaysia's product category is Bubble Tea and Beverage Franchise. Its primary akta.pro industry code is THAFAKAC, Bubble Tea (Boba) Shops, with a secondary code of AFAFADAC, Coffee Blending & Flavoring. Its NAICS code is 311520 and its SIC code is 2080.