Chayan Yuese (茶颜悦色), the tea brand that refuses to franchise
Chayan Yuese (茶颜悦色), the Changsha tea brand that retired its English name Sexy Tea in 2022, ran 734 stores as of April 2026, every one of them operated by the company itself, and more than half of them in its home province of Hunan. In April 2026, Mixue (蜜雪冰城) counted 44,836 stores and CHAGEE (霸王茶姬) […]
How Chinese beverage brand Mixue successfully scales across emerging-tier cities
Mixue Group (蜜雪冰城股份有限公司) is a freshly-made beverage company. It has two brands: the tea drinks brand Mixue (蜜雪) and the coffee brand Lucky Cup (幸运咖). On March 3rd, 2025, the Group went public on the Hong Kong Stock Exchange and its shares surged by over 40% on the first trading day, receiving global attention. As of June […]