MIXUE Vietnam strengthens presence with 93 franchise signings
The new outlets will span northern, central, and southern Vietnam.
MIXUE Vietnam signed 93 new store contracts during events in Ho Chi Minh City and Hanoi—a sharp rise from the same period a year earlier.
The new outlets will be spread across northern, central, and southern Vietnam.
The company also outlined a shift in strategy, moving away from rapid, high-density expansion toward what it calls a more “mature” phase focused on tighter operations, better customer experience, and steadier profitability.
A key part of this change is a move from its long-used small-store format to larger shops with more space, open bar counters, clearer layouts, and bigger footprints.
As of June 2025, MIXUE Group has more than 53,000 stores worldwide across China and 12 other countries, adding 9,796 net new stores over the past year.
International locations reached 4,733 in the first half of 2025, up 128 from the same period in 2024.
