and holds an ice cream cone on a stick like a scepter." He has become the store's definitive symbol, coming to life on social media and engaging with fans in real life. Mixue could expand to the ...

per cone. Today, it has overtaken McDonald’s and Starbucks as the world’s largest food and beverage chain by number of stores. Mixue Bingcheng, which means honey snow ice city, now boasts over ...

Nathanael Chow, an investment consultant, said he always gets the Signature King Cone at Mixue — vanilla soft-serve ice cream in a tall waffle cone. Chow said he was drawn to the brand because ...

It costs 7 ringgit (US$1.58) to buy an ice cream cone and an iced bubble tea at Chinese franchise Mixue – or spend more than 10 units of the Malaysian currency anywhere else. Her classmate ...

Two decades ago, a modest snack stall in the middle of one’s China poorest provinces saw its business take off after selling cut-price soft serve for just 15 cents (1 yuan) per cone. Today, it has ...