“Indonesia has emerged as a key contributor to that growth and remains a strategic market for Mixue’s long-term development plans,” Alexs B., Southeast Asia head of public relations, said in a press release on Tuesday.

“Mixue will continue to develop sustainably in Indonesia, based on the foundation we have built so far.”

The company is also planning further investment in store expansion, product innovation and community engagement initiatives in the coming years.

He added that the company consistently complied with applicable regulations, meeting halal standards and adjusting its products to suit the preferences of local consumers.

Speaking on Monday during a visit to the Mixue outlet at Kuningan City Mall in South Jakarta, Alexs said the expansion plan reflected the growing demand for affordable beverages in the country, one of the fastest-growing consumer markets in the region.

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“Industry analysts have increasingly pointed to Indonesia’s large population, expanding middle class and strong domestic consumption as key factors driving growth in the sector,” he said.

Mixue entered Indonesia in 2020 and had almost 2,600 outlets nationwide by the end of 2025. It claims to be the nation’s largest freshly made beverage chain by store count.

According to Alexs, Mixue outlets can be found in not only major cities such as Jakarta, Surabaya, Medan, Bandung and Yogyakarta but also smaller cities and settlements.

He added that to fend off intensifying competition among domestic and international beverage brands, the company used a localized strategy to strengthen its long-term presence in the country. This involved adapting to local preferences through product development and seasonal marketing campaigns, such as launching promotions for major cultural and religious events including Ramadan and Idul Fitri.

All products, ingredients and packaging materials distributed locally have obtained halal certification from the Indonesian Ulema Council (MUI), the company says, while its operations comply with food safety regulations overseen by the Food and Drug Monitoring Agency (BPOM).

In addition to retail expansion, Mixue’s growing footprint has generated economic activities through more than 1,400 entrepreneurs who have joined as franchise partners, it says.

According to Mixue, its local operations have directly created some 12,800 jobs and Indonesians make up more than 96 percent of its workforce. In addition, its supply chain ecosystem of logistics, food processing, packaging production and store construction has indirectly provided some 20,000 jobs.

“We will continue to support local franchise partners in developing their businesses, creating more job opportunities and contributing positively to the growth of related industries,” Alexs said.

The company aimed to continue maintaining strong momentum through its extensive franchise network, competitive pricing strategy and localized business approach, he added.

Mixue currently operates more than 45,000 stores globally, surpassing top United States fast-food and coffee brands in terms of store count.

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