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Mixue changes tack in Vietnam with flagship store focus

The Chinese beverage giant is shifting investment from smaller stores to larger footprint, experience-led outlets in its third-largest market

Mixue is investing in contemporary interior designs and clearer store layouts | Photo credit: Mixue

The Chinese beverage giant is shifting investment from smaller stores to larger footprint, experience-led outlets in its third-largest market

Chinese tea and ice cream giant Mixue is changing its strategy in Vietnam to focus on larger experience-led stores.

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