Mixue Australia: Spreading Sweetness Across the Land Down Under

Introduction to Mixue

Mixue is a Chinese dessert and beverage brand that has taken the world by storm. Known for its refreshing ice cream, bubble tea, and fruit teas at budget-friendly prices, Mixue has quickly expanded across Asia and beyond. The brand's name, derived from the Chinese words “Mi” (honey) and “Xue” (snow), perfectly captures the essence of its sweet, icy offerings. In recent years, Mixue Australia, bringing a unique and affordable dessert experience to Aussie shores.

The Global Journey of Mixue

Before diving into Mixue’s growing presence in Australia, it’s important to understand its global journey. Founded in 1997 by Zhang Hongchao in Zhengzhou, China, Mixue started as a small ice cream shop. Through relentless innovation, low pricing, and aggressive franchising, it grew rapidly across China. As of 2025, Mixue operates over 30,000 stores worldwide, including locations in Vietnam, Indonesia, Thailand, the Philippines, and now, Australia.

What sets Mixue apart is its ability to deliver quality products at incredibly competitive prices, making it accessible to a wide range of customers, especially young people and students.

Mixue’s Entry into Australia

Mixue officially entered the Australian market in late 2022, launching its first stores in major cities like Sydney and Melbourne. The Australian market, with its multicultural population and thriving food scene, provided fertile ground for Mixue’s signature drinks and desserts.

The brand quickly garnered attention with its bright red branding, cute mascot (a snowman holding a drink), and long queues of excited customers. Whether it’s the creamy Strawberry Sundae, the refreshing Lemon Green Tea, or the popular Brown Sugar Pearl Milk Tea, Australians have embraced the Mixue menu with open arms.

What’s on the Menu?

Mixue Australia offers a slightly localized menu while keeping the core items that have made the brand a global favorite. Some popular offerings include:

1. Ice Cream & Sundaes

• Classic Vanilla Soft Serve: Creamy, smooth, and served in a crunchy cone or cup.

• Strawberry Sundae: A favorite among Aussies, topped with real strawberry syrup.

• Oreo Sundae: Featuring crushed Oreo cookies for a delightful crunch.

2. Milk Teas

• Brown Sugar Pearl Milk Tea: Sweet, rich, and loaded with chewy tapioca pearls.

• Matcha Milk Tea: A popular pick for green tea lovers.

• Taro Milk Tea: Creamy and nutty, made with real taro flavor.

3. Fruit Teas & Lemonades

• Lemon Green Tea: Refreshing and tangy, perfect for hot summer days.

• Peach Oolong Tea: A delicate tea with sweet fruity notes.

• Grapefruit Lemonade: Zesty and thirst-quenching.

Prices typically range from $2.80 to $5.50, making Mixue one of the most affordable drink and dessert brands in the country.

Why Australians Love Mixue

Mixue’s popularity in Australia isn’t just about cheap prices—though that helps. Here are a few reasons why it’s becoming a favorite across the country:

1. Affordability

With inflation affecting daily life, Mixue’s low-cost menu stands out. It’s one of the few places where you can get a refreshing drink or dessert for under $5 without compromising on taste.

2. Instagrammable Aesthetic

From the eye-catching packaging to the whimsical snowman mascot, Mixue’s branding is extremely photogenic. Many young Australians are sharing their Mixue moments on TikTok and Instagram, fueling even more interest.

3. Variety

Whether you’re in the mood for a creamy milk tea, a cooling fruit tea, or a soft serve treat, Mixue offers something for everyone.

4. Convenience

Located in high-traffic areas near universities, shopping centers, and public transport hubs, Mixue stores are easily accessible for students, office workers, and tourists alike.

Expansion and Franchise Opportunities

Mixue Australia is expanding rapidly through a franchise model, similar to its approach in China. With its efficient business system and strong brand identity, it offers attractive opportunities for investors and entrepreneurs.

As of 2025, Mixue already has over 15 locations in Australia, including in suburbs like Chatswood (NSW), Box Hill (VIC), and Sunnybank (QLD). Plans are underway to expand into Brisbane, Perth, Adelaide, and even regional areas.

Franchisees are drawn to the brand due to its low start-up costs, centralized supply chain, and high customer demand. The company provides extensive training and marketing support, ensuring consistency in quality and service across all locations.

Community and Culture

Mixue isn't just a place for desserts—it's becoming part of the cultural fabric in urban Australia. In areas with high Asian populations, it’s more than a brand—it’s a taste of home. For others, it's a fun and delicious introduction to East Asian dessert culture.

Mixue often hosts student discount days, holiday specials, and collaborates with influencers to create local buzz. It also supports local events and festivals, making it an active participant in the communities it serves.

Challenges and Competition

Of course, the Australian food and beverage market is not without competition. Established bubble tea giants like Gong Cha, Chatime, and Sharetea are already popular. However, Mixue’s unbeatable pricing and wide product range give it a strong edge.

That said, maintaining consistency in taste, service, and cleanliness is crucial as the chain expands. Adapting to local preferences, like using less sugar or offering vegan options, could also help boost its long-term success.

The Future of Mixue in Australia

Looking ahead, Mixue’s future in Australia looks bright. The brand has successfully tapped into a market that values affordable indulgence, youthful branding, and cultural diversity. With more store openings planned and increasing visibility online and offline, Mixue is poised to become a household name across Australia.

There are even talks of Mixue launching seasonal items, collaborations with local artists or influencers, and introducing merchandise like plush toys, reusable cups, and more.

Conclusion

Mixue’s arrival in Australia has brought a refreshing twist to the dessert and beverage scene. Blending affordability, variety, and vibrant branding, it has quickly captured the hearts of students, families, and foodies alike.

Whether you’re grabbing a quick cone on your lunch break or sipping bubble tea on a summer afternoon, Mixue offers a sweet little moment of joy—and that’s something we could all use more of.