Chinese beverage giant Mixue Bingcheng has reportedly shut down 428 overseas outlets in 2025, as part of a strategic adjustment to improve long-term operations across key international markets.
The closures were primarily concentrated in Indonesia and Vietnam, two regions that have been central to the brand’s rapid expansion in recent years. The move reflects a broader effort to refine its global retail strategy while maintaining sustainable growth.
Despite the reduction in store numbers, the company emphasised that the decision was driven by optimisation rather than retreat, focusing on strengthening operational efficiency and enhancing customer experience.
Overseas Expansion Faces Operational Challenges
According to company disclosures, Mixue has been actively restructuring its overseas business model to better align with local market conditions. This includes improving supply chain efficiency, upgrading store operations, and reinforcing brand identity.
The closures in Indonesia and Vietnam were part of a targeted initiative to review underperforming outlets and reposition the business for long-term profitability. Rather than pursuing aggressive expansion, the company is now prioritising quality over quantity in its international footprint.
Such adjustments are common among fast-growing food and beverage chains, particularly in competitive Southeast Asian markets where consumer preferences, rental costs, and labour challenges can vary significantly.
Global Footprint Still Expanding Across 13 Countries
Despite the closures, Mixue continues to maintain a strong global presence. As of the end of 2025, the company operates approximately 60,000 outlets worldwide, spanning 13 countries.
Of these, around 45,000 stores are located in China, where the brand has achieved widespread penetration across more than 300 cities and all administrative regions.
Internationally, Mixue operates roughly 4,500 outlets outside China, demonstrating that its overseas expansion remains substantial even after the recent adjustments.
Focus on Sustainable Growth and New Markets
Looking ahead, the company appears to be shifting its strategy towards sustainable growth rather than rapid expansion. By consolidating operations in existing markets, Mixue aims to build a stronger foundation before entering new territories.
The brand has also begun exploring opportunities beyond Southeast Asia, including markets such as Central Asia and the United States, signalling its ambition to become a globally recognised beverage chain.
Industry observers note that this recalibration could help the company improve profitability and brand consistency, especially as competition intensifies in the affordable beverage segment.
While the closure of 428 outlets may seem significant, it represents a strategic reset rather than a slowdown, positioning the company for more stable and resilient growth in the years ahead.