MIXUE Malaysia is shifting its focus from rapid expansion to product quality, safety and store operations, as the beverage and ice cream chain looks to strengthen its business in the local market.
The company said it would step up investment in its cold-chain logistics, raw materials, store operations, franchisee training and local branding, while keeping prices unchanged.
The move follows MIXUE Group’s 2026 mid-year performance briefing, where senior management outlined a new investment cycle centred on “safety and quality”.
The group identified three main areas for investment — supply chains, in-store operations and brand intellectual property — as it moves away from a strategy focused primarily on growth and expansion.
In Malaysia, that means more operational support for existing franchisees, along with additional training, standardised procedures and the use of data to monitor store performance.
As of February, MIXUE Malaysia had more than 300 local store owners, with Malaysian nationals accounting for 93.19% of its franchise partners.
The company employs about 2,900 people locally and said more than 4,000 Malaysian employees had received training in store operations and skills.
MIXUE Malaysia also plans to continue strengthening its halal compliance efforts, including requirements covering raw materials, beverage preparation and store management.
It said it would also work towards increasing the number of outlets certified by the Department of Islamic Development Malaysia (JAKIM).
Quality improvements without higher prices
Despite the additional spending involved in upgrading its supply chain, cold-chain infrastructure, raw materials and outlets, MIXUE said it would not pass those costs on to customers or franchisees.
The group said it would instead rely on supply-chain efficiencies, economies of scale and digitalisation to manage the additional costs.
Improving the quality of its ingredients and tightening controls across production, warehousing, logistics and retail are part of that effort.
For its Malaysian operations, the company said the objective was to improve consistency and safety while keeping its products within an affordable price range.
Snow King gets a local flavour
MIXUE is also putting more effort into developing its Snow King mascot and connecting it with local culture.
In Malaysia, the company said it was taking a different approach from simply reproducing campaigns used in other markets, with plans to develop activities around local traditions and communities.
In August, MIXUE Malaysia held the WAU Bersama Snow King event at Dataran Merdeka, where more than 500 people took part.
The event combined the Snow King character with Malaysia’s traditional wau kite culture and was recognised by the Malaysia Book of Records for the “Most Participants in a Wau Cultural Event”.
The company has also run campaigns linked to Ramadan, Hari Raya Aidilfitri and National Day, alongside campus outreach, community activities, disaster relief efforts and cultural programmes.
It previously donated RM100,000 towards the construction of the Nanyang Overseas Chinese Anti-Japanese Volunteers Memorial in Kuching, Sarawak.
MIXUE said its approach to localisation went beyond adapting its marketing for the Malaysian market, with greater emphasis on engaging communities and incorporating local cultural elements into its activities.
A different phase of growth
Over the next three years, MIXUE said it would continue strengthening its cold-chain and quality management systems, expand training for franchisees and employees, improve store standards and increase its halal certification efforts.
It also plans to continue community and cultural programmes.MIXUE Malaysia general manager Wang Weilong said the company wanted to build a longer-term presence in Malaysia alongside local entrepreneurs, employees, consumers and communities.
“Malaysia is a nation blessed with rich cultural diversity, multi-ethnic communities and a dynamic consumer market,” he said.
“MIXUE aspires to build a lasting legacy here — not merely a chain of stores, but a shared journey of growth with local entrepreneurs, employees, consumers and communities.”
Wang said the company would continue investing in product quality, operations and localisation while keeping prices accessible.
For MIXUE, the next phase in Malaysia appears to be less about opening more stores at speed and more about making sure the network it already has can operate to a higher standard. – September 8, 2026
