Mixue Begins Its U.S. Journey with Los Angeles Store Opening in December 2025
Mixue, a prominent brand operated by MIXUE Group (02097.HK), officially launched its first U.S. outlet on December 19, 2025, with the opening of the Mixue Los Angeles Store. The outlet is located at 6922 Hollywood Blvd Suite 107 in Los Angeles. This opening marks the brand’s initial foothold in the Americas and supports the group’s ongoing global expansion strategy.
As a recognised player in freshly made beverages, Mixue entered the Los Angeles market after building a presence across several Asian and Oceanian markets. These markets include Malaysia, Thailand, Japan, Australia, Singapore, and South Korea. The opening took place amid increased traffic and urban activity in the Hollywood area. As a result, organisers coordinated with local authorities and followed city safety and traffic protocols. The venue’s proximity to major tourist destinations, such as Batu Caves in Selangor and Seri Kembangan in Malaysia where the brand has an established footprint, further shaped planning considerations.
The Mixue Los Angeles Store Launch Event Showcased Mixue’s Core Menu and Engaged Local Communities
The first U.S. store showcased Mixue’s core product offerings. The menu includes ice cream, pure tea, fruit tea, milk tea, and freshly brewed coffee. Customers can adjust sugar levels and choose from various toppings.
Prices range from US$1.19 for the signature ice cream to US$4.99 for selected beverages such as bubble tea. The launch featured street pop-ups and promotional activities using the brand’s Snow King mascot. The event also included themed photo zones. These initiatives attracted strong public interest and increased foot traffic. Local consumers and visitors experienced the brand’s value proposition directly through opening-day promotions. The store opened during a period of moderate traffic volume in the Hollywood district. This area has a history of large events where traffic management and fire department oversight play a critical role in public safety.
Public Safety Agencies Monitored the Opening to Ensure Compliance and Crowd Control
Local authorities and the Los Angeles Fire Department confirmed that organisers secured the necessary permits and implemented required safety measures. Traffic police coordinated pedestrian and vehicle movement along the busy Hollywood Boulevard corridor. This area connects several congested commercial zones.
Authorities reported no accidents or safety incidents during the opening day. Officials conducted preliminary assessments and confirmed compliance with local safety and engineering standards for temporary public events. Fire department teams carried out routine inspections to verify fire safety equipment and emergency access routes inside the facility. Local police maintained a visible presence to monitor crowd behaviour and prevent disruptions. These measures ensured that high public interest did not translate into traffic or safety risks.
The Opening Stimulated Discussion on Social Media and Within the Beverage Industry
Social media platforms and online forums reflected measured responses to Mixue’s U.S. expansion. These discussions appeared frequently within Malaysian Chinese communities in Selangor and other regions. Users compared Mixue’s value-oriented pricing and menu options with local and regional competitors. Many highlighted the brand’s rapid international store growth.
Industry analysts pointed to Mixue’s supply chain management and digital quality control systems. They noted that these systems help maintain consistent product standards across markets. Observers also referenced the brand’s earlier expansions in Hanoi and other Southeast Asian cities. These examples highlighted a systematic approach to market entry and operational scaling. Commentators observed that Mixue balances affordability with product quality. This strategy aligns with consumer demand trends in Malaysia and the broader Asia-Pacific region. Public discussion remained neutral and focused on business strategy rather than promotional narratives.
Mixue Los Angeles Store Opening Represents Both Immediate and Future Industry Developments
In the short term, the opening led to temporary increases in pedestrian movement and mild traffic congestion on Hollywood Boulevard. The area already experiences heavy daily commuter and tourist flows. Local fire department teams and traffic police monitored conditions closely and maintained safety and engineering standards during the opening period.
Over the longer term, Mixue’s U.S. entry may influence competitive dynamics in the freshly made beverage sector. The company plans to leverage its digital supply chain system and ongoing research and development investments to strengthen logistics and product quality. Mixue has also outlined plans to open additional stores in other U.S. cities, including New York. This strategy reflects a broader push to expand market share in North America. At the same time, the company aims to maintain safety and operational standards similar to those applied in Malaysia. Analysts expect improvements in supply chain efficiency and continued focus on affordability to shape future industry trends. These trends may also affect safety engineering and traffic planning around new retail locations.
Location: LOS ANGELES
Date: 2025-12-20
