MIXUE, the Chinese tea and ice cream chain, is deepening its expansion in the Philippines through a regional operating model, according to a report by QSR Media Asia. The strategy involves partnering with regional operators to manage store growth in specific areas, enabling faster deployment and localized oversight.
The brand, known for its affordable bubble tea and soft serve, has been rapidly expanding across Southeast Asia. In the Philippines, the regional operator model allows MIXEE to leverage local expertise in real estate, supply chain, and store operations while maintaining centralized control over product quality and branding.
MIXUE's Philippine expansion reflects a broader trend among Chinese fast-food and beverage chains pursuing aggressive international growth. The company now operates hundreds of stores across multiple countries, with the Philippines seen as a key market in its regional strategy.