Location: Zhengzhou
Industry: Drink, Milk tea
Suitable time: 1 Day
Mixue Ice Cream & Tea is a nationwide chain specializing in ice cream and tea beverages. It is a subsidiary of Mixue Ice Cream & Tea Co., Ltd., headquartered in Zhengzhou, Henan. As of December 31, 2024, the company operated 46,479 stores and had expanded its business into sectors such as coffee and beer. It listed on the Hong Kong Stock Exchange on March 3, 2025.
Founded in 1997 by Zhang Hongchao, the brand was originally known as "Hanliu Shaved Ice". The first "Mixue Ice Cream & Tea" store opened in 2000, and the company developed its first fresh ice cream in 2006. It launched its franchise program in 2007. In 2018, the company introduced the "Snow King" brand image and received the "Top 50 Beverage Innovation Awards". In 2019, it received the "Top 10 Chinese Tea Drink Brands" award. In 2023, it became the world's fifth-largest fast-food chain. It has expanded into overseas markets, such as opening its first store in Vietnam in 2018, its first store in the United States in 2025, and its first store in South America—in Brazil—on April 11, 2026. In 2024, it was ranked 62nd on the Hurun Global Unicorn List with a valuation of 67 billion RMB. The company has been involved in controversies, including food safety issues. On August 30, 2026, Mixue Ice City announced that its total number of members had reached 500 million.
Experience full‑link beverage industry operation
Visit Snow King Castle themed store, Mixue Business Academy, Shangdao smart supply‑chain base and Daka International production site. Cover front‑end retail, brand operation, talent cultivation and backend raw‑material manufacturing. Overseas visitors get a complete picture of China's new‑beverage industrial chain.
Insight into localized talent incubation for franchise business
Explore Mixue Business Academy. See how the firm trains franchisees, store managers and internal staff via systematic courses, realizing standardized talent output for rapid brand expansion.
Study smart supply chain & raw‑material production capacity
Walk through Shangdao intelligent supply‑chain park and Daka International factory. Witness automated raw‑material processing, storage and distribution systems, realize how stable self‑owned supply chain supports tens‑of‑thousands of chain stores.
Direct executive knowledge sharing & cross‑culture exchange
Listen to on‑site sharing from Mixue senior management. Select themed business courses according to group demands. Take part in Q&A sessions, exchange ideas on brand globalization, franchise replication and consumer‑market strategies.
09:00‑09:15｜Visit Mixue Flagship Direct‑run Store on 1F
Guided tour of downtown Mixue direct‑operated store. Observe daily store operation, product display and on‑site customer service of front‑line retail outlets.
09:15‑10:15｜Tour Mixue Bingcheng Headquarters
Walk through brand exhibition hall & office area. Get an overview of brand development history, global store layout, product matrix and brand marketing cases. Group photo opportunity.
10:15‑10:35｜Bus Transfer to Mixue Snow King Castle Themed Store
Board chartered bus and travel to the landmark Snow King Castle themed store.
10:35‑11:00｜Visit Mixue Snow King Castle Themed Store
Explore the IP‑oriented experiential store. Experience brand IP visualization, creative product presentation and immersive consumer‑scenario design.
11:00‑12:30｜Bus Transfer to Mixue Wen County Industrial Park
Gather at the store exit, take chartered bus heading for Wen County industrial park, covering business academy, supply‑chain and manufacturing bases.
12:30‑13:30｜Lunch at Mixue Business Academy Canteen
Group lunch inside the campus canteen, rest break.
13:30‑14:00｜Visit Mixue Business Academy
Tour teaching classrooms, training facilities and exhibition zones. Learn the academy's training system for franchise partners and internal employees.
14:00‑14:20｜Shangdao Smart Supply‑chain Base Visit
Observe intelligent warehouse, raw‑material storage and logistics dispatching area. Understand how the self‑built supply chain guarantees stable material supply for global stores.
14:20‑15:00｜Daka International Production Base Tour
Visit raw‑material manufacturing workshops. View automated production processes for beverage ingredients. Learn quality‑control standards for raw‑material output.
15:00‑15:30｜Return to Mixue Business Academy & Rest
Transfer back to academy campus, short rest for participants.
15:30‑17:30｜On‑site Senior‑management Course Sharing
Custom‑select business courses from curriculum library based on group background.
Include no less than 30‑minute post‑session interactive Q&A & exchange with Mixue in‑service executives. Wrap‑up and closing remarks.
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