Mixue's move to close hundreds of branches in international markets has drawn attention when 428 outlets were closed down over the past year, including in Indonesia and Vietnam.
The move is part of the Chinese beverage company's grand strategy to streamline operations and ensure long-term growth.
In its latest financial report, Mixue explained that the closures were made to improve overall operational performance, particularly by focusing on the efficiency and quality of existing outlets.
Although several key overseas markets were affected, the company has not completely stopped its expansion plans. On the contrary, expansion is still continuing in other areas as part of a more structured global strategy.
Focus on Quality, not Quantity
Mixue stressed that the move to close hundreds of outlets is to optimize operations, not a sign of business weakness.
This approach is seen more as an effort to improve the performance of existing outlets so that they are more stable and able to support sustainable growth in the long term.
Indonesia and Vietnam affected
The closures of outlets involve several countries, with Indonesia and Vietnam among the most affected markets. However, the company did not detail the exact number of outlets closed in each country.
These two countries were previously among Mixue's largest international markets. In Vietnam alone, the number of outlets had reached 1,304 units as of September 2024, according to the IPO prospectus document.
Malaysia Still Growing Rapidly
Unlike several overseas markets, Mixue's presence in Malaysia still shows strong growth momentum.
As of 2026, Mixue is estimated to have more than 450 outlets nationwide, supported by more than 300 local franchisees and thousands of workers.
In addition, more than 100 outlets in Malaysia have received halal certification from JAKIM, thus increasing local consumer confidence.
In Selangor alone, including areas such as Klang and Petaling Jaya, there are dozens of active outlets showing that consumer demand is still high.
In some markets such as Indonesia and Vietnam, the company has chosen to streamline operations by closing less efficient branches.
However, in Malaysia, a more aggressive approach is still being pursued with a focus on network expansion, support for local entrepreneurs and adaptation to the domestic market.
