Chinese tea chain Mixue Ice City recently opened its first U.S. store on Canal Street in Manhattan, New York, marking the brand’s official entry into the North American market. The new store is located at the border of Chinatown and Tribeca, covering approximately 2,100 square feet. The 10-year lease is priced at around $165 per square foot, reflecting “typical Manhattan rates.”
Mixue Ice City was founded by Zhang Hongchao, who was born into a rural family in Kaifeng, Henan. He grew up in modest circumstances and started his entrepreneurial journey with a street stall. Established in 1997 and headquartered in Zhengzhou, by the end of 2024 the brand had 46,479 stores worldwide, surpassing Starbucks to become the largest chain of freshly made beverages globally in terms of store count.
The brand specializes in ice cream and tea drinks, positioning itself as offering “high quality at low prices.” The New York flagship offers beverages such as mango boba ice, coconut milk tea, and oat jasmine green tea, with prices mostly ranging from $1 to $3. The brand already has overseas experience; after opening a store in Toronto, Canada, daily sales once exceeded $30,000.
Globally, Mixue Ice City follows a franchise model, featuring a low entry barrier and providing supply chain support for ingredients, equipment, and packaging to ensure product consistency. The brand first expanded into Southeast Asia and now operates stores in Vietnam, Indonesia, Malaysia, the Philippines, South Korea, Japan, and Australia. The Indonesian market has been particularly strong, where Mixue has become one of the largest tea chains in the country.
The New York market is highly competitive, with several well-known tea brands such as Jenjudan and CoCo already established, enjoying high brand recognition and a stable customer base. Analysts note that Mixue’s challenge in the U.S. will be whether it can attract consumers through price advantages, localized products, and brand image building, while managing pressures from rent, operational costs, food safety, and cultural differences.
The brand has stated that it will adjust its products and services based on consumer feedback in New York and plans to gradually expand into other U.S. cities. Mixue Ice City is also exploring online sales and delivery services to cater to the diverse purchasing habits of American consumers.
