The Chinese Fast Food Mixue network announced an investment of $ 3.2 billion to start its operation in Brazil, with the promise of creating up to 25,000 jobs by the end of the decade.
The decision was announced during the visit of President Luiz Inacio Lula da Silva (PT) to China, which resulted in one in various sectors of the Brazilian economy.
What is Mixue?
Founded in 1997, in Henan Province, Mixue Ice Cream & Tea began as a small “scratch” tent and evolved into one of the largest icy drinks and ice cream nets in the world.
With over 45,000 units in 12 countries, including China, Singapore and Thailand, the brand exceeded giants such as McDonald’s (43,000 units) and Starbucks (40,500 units) in number of stores.
Mixue is known for its low -cost franchise -based business model at affordable prices – on average $ 4.70 per product – and a striking visual identity, which includes its Snow King mascot and colorful shops.
The company acts as a supplier of raw materials and equipment for franchisees, which guarantees it stable recipes and profit margins even with products sold at low prices. By 2022, the network recorded a net profit of $ 300 million.
Continues after advertising
The brand stands out for its lean menu, focused on sweet teas, ice cream, lemonade and fruit smoothies. With a strong presence on social networks and a gum soundtrack that repeatedly touches in its stores, Mixue has won the young audience in Asia.
With an investment of R $ 3.2 billion, Mixue intends to establish its network in various regions of the country, betting on low prices and aggressive marketing to win the public.
Controversy
Despite its success, Mixue has already faced complaints for food security problems in China.
Continues after advertising
In March 2023, an investigation from the The Beijing News He revealed that units of the Nanjing network used expired ingredients, adulted validity labels, and hired unregistered employees. The Nanjing Market Supervision Department made inspections and determined the correction of irregularities.
The company was also fined two occasions in 2022 for child labor practices, with caught units employing children under 16, in violation of Chinese labor legislation.
Chinese investing in Brazil
Mixue’s arrival in Brazil is part of a broader package of Chinese investments announced during Lula’s visit to China. Among companies that also plan to expand in the country are:
Continues after advertising
- GWM (Great Wall Motors): Automaker with plans to expand its operation.
- CGN (China General Nuclear Power Group): Investments in renewable energy.
- Keeta (Step): Delivery application that aims at the Brazilian market.
These investments reflect China’s growing interest in strengthening its economic relations with Brazil, especially in sectors such as technology, mobility, energy and food.
