The company, which operates more than 21,000 outlets across its native Chinese market, is seeking to attract Sydney’s younger consumers ahead of upcoming launches in Brisbane and Melbourne
Chinese tea chain Mixue is also set to open outlets in Brisbane and Melbourne this quarter | Photo credit: Mixue Sydney
Chinese ice cream and tea chain Mixue has opened its first Australian store in Sydney’s World Square shopping centre.
The company, which is also set to open outlets in Brisbane and Melbourne this quarter, launched in Sydney with a promotional campaign offering 1,000 students across the city a free beverage.
Mixue, which serves a range of blended tea beverages, bubble tea and ice cream, reportedly saw turnover from opening day sales exceed $3,500.
Founded in 1997, Mixue operates 21,000 stores across China and more than 600 stores across 11 international markets.
In December 2022 Mixue debuted in South Korea and Japan and announced plans to launch an IPO on Shenzhen's main market in 2023, seeking to raise $918m.
Consumer demand for blended tea beverages and bubble tea is increasing across Australia.
Taiwanese tea chain Chatime currently operates 160 stores across the country and announced plans in September 2022 to reach 250 outlets nationwide by 2025.
Fellow Taiwanese company Gong cha operates more than 120 Australian stores, with the country one of five key growth markets for the brand alongside Japan, Mexico, the US and the Philippines.
Australian tea chain Gotcha operates approximately 50 outlets across Australia and plans to open 50 new stores in the country by the end of 2024.