Chinese milk tea brands win over young consumers around the world

(ECNS) -- Chinese modern tea brands such as Mixue Ice Cream & Tea and CHAGEE are rapidly expanding overseas and gaining popularity among young consumers around the world. From Southeast and Central Asia to the Americas, long queues outside Chinese tea shops are becoming an increasingly common sight.

Mixue Ice Cream & Tea now operates more than 4,500 stores across 16 countries. The brand recently opened its first store in São Paulo, Brazil, after entering the U.S. and Mexican markets. In Kyrgyzstan, its affordable ice cream and fresh lemonade have proved particularly popular, with local customers accounting for 95% of sales. Localization has been key to Mixue’s overseas growth. In Cambodia, for example, the company uses locally sourced dragon fruit and passion fruit to cater to local tastes while developing regional supply chains.

Meanwhile, CHAGEE has opened more than 370 stores overseas, including over 220 in Malaysia. The brand incorporates elements of traditional Chinese culture into its modern packaging and store designs, drawing inspiration from traditional embroidery and Chinese opera. Combined with prominent locations in major shopping malls, this distinctive cultural identity has helped Chinese milk tea become an increasingly fashionable choice among young consumers overseas.

(By Intern Lin Qiaochu, Zhang Dongfang)