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Mixue Goes Global: Is Vertical Integration Key to Building a Lasting International Brand?
Benjamin Boeuf
IESEG School of Management, Univ. Lille, CNRS, UMR 9221 - LEM- Lille Economie Management, F-59000 Lille, France
Céline Flipo
IESEG School of Management, France
Volume 20: 2025, pp. 465-482; ABSTRACT
In 2025, Chinese tea and ice cream brand Mixue surpassed McDonald’s to become the world’s largest fast-food chain by store count. Built on affordability, virality, and a vertically integrated supply chain, Mixue’s ultra-low-cost franchising and meme-driven marketing fueled rapid expansion across emerging markets. Yet, as the brand moves into developed economies, it faces mounting challenges: franchise strain, service inconsistency, cultural misalignment, and reputational risks. This case examines Mixue’s logistics-first business model and parasocial branding strategy, raising a central question: can a brand engineered for scale and speed build the trust and relevance needed for long-term global success?
Keywords: global expansion, low-cost franchising, parasocial marketing, logistics-first cost leadership.
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