But here’s the thing: . Affordable joy is the point.
But Zhang Hongchao, now a billionaire several times over, has a quiet answer. In a rare 2023 interview, he said: “I don’t want to be the Apple of ice cream. I want to be the chopsticks of ice cream — everywhere, useful, and nobody thinks about it twice.” mixue icecream
So the next time you see that grinning snowman, don’t ask if it’s good. Ask why you’re already holding a cone. But here’s the thing:
By 2006, he pivoted to soft serve. By 2020, Mixue had more outlets in China than McDonald’s and KFC combined . Today, it operates over across 11 countries, from Vietnam to Australia to the Philippines. In a rare 2023 interview, he said: “I
In a world where a scoop of premium gelato can cost a day’s wage in some countries, Mixue offers the same dopamine hit for pocket change. It’s the IKEA effect applied to dessert: you know it’s not the best, but you feel smart buying it. Mixue now faces the inevitable backlash of hypergrowth. Labor shortages in China, rising dairy costs, and competitors cloning its model (enter “Honey Snow” and “Sweet Snow” knockoffs). Western brands are slashing prices. And some customers are asking: Where does the lemon come from?