Can China’s budget brands crack developed markets? Mixue shows it won’t be easy
Culture Index
Score Breakdown
Relevance
6/25
Freshness
25/25
Authority
18/20
Brand Signal
13/15
Depth
6/15
5-Axis Cultural Radar
Three months after moving from China to Japan, Alisa Lin has yet to buy a single drink from Mixue – the Chinese ice cream and tea giant – despite being a frequent customer back home, where a cup costs under five yuan (73 US cents) during promotions. “It’s not a very popular brand here. Only one of my friends in Japan has ever bought it,” Lin said, adding that value for money was the main considera
