On July 17th, recent performance data from the renovated MIXUE GROUP store in Kobe showed a significant surge, with average store sales increasing by 151% during its grand reopening campaign. The daily sales at this location also surpassed the 20,000 yuan mark.

This revamped Kobe store not only added a second-floor customer lounge but also expanded its range of branded merchandise.

Strong Performance in Japan

Another MIXUE GROUP outlet in Japan reported robust and steadily growing business in recent years, with the highest-performing single store achieving a monthly revenue of nearly 19 million Japanese yen, equivalent to approximately 790,000 Chinese yuan.

Strategic Market Entry

Public information indicates that MIXUE GROUP entered the Japanese market in 2023 with its first store, adhering to a measured and steady expansion strategy. The company officially began franchising in Japan in March 2025.

It is understood that the majority of customers at MIXUE GROUP's Japanese stores are local residents, with some patrons visiting multiple times in a single day. This year, the company reduced the price of its soft-serve ice cream in Japan from 180 yen to 150 yen.

Global Expansion Efforts

Information reveals that MIXUE GROUP is progressively carving out a new global footprint. In December 2025, it opened its first U.S. store in Hollywood, where its signature ice cream is priced at $1.19, with its overall product price range falling between $1.19 and $4.99.

Since the beginning of this year, MIXUE GROUP has entered markets in Mexico, Brazil, and Kyrgyzstan, with long queues forming at the grand opening events for each location. During the opening campaign for its first store in Kyrgyzstan, daily sales exceeded 400,000 Som, over 30,000 Chinese yuan, with a three-day total surpassing 820,000 Som. To date, MIXUE GROUP has expanded its operations to 16 countries overseas.

Domestic Market Growth

The domestic market in China continues to exhibit steady growth. By the end of 2025, MIXUE GROUP had opened over 44,900 stores within China. Operations in the Hong Kong and Macau markets maintain a stable pace, with reports indicating the company currently operates 12 stores in Hong Kong.