Mixue, the world’s largest F&B chain with more than 46,000 stores globally, is about to open its first store in Brazil – right in the heart of the country’s largest commercial hub, São Paulo.
The store, which is currently under renovation, is located in Shopping Cidade São Paulo (Cidade SP), a mall situated on the prime Avenida Paulista, a well-connected thoroughfare in the city lined with office towers, shopping centers, cultural spaces, and tourist attractions.
Cidade SP itself is relatively new, having opened in 2015. With six floors and around 17,000 square meters of leasable area, it hosts roughly 150 stores. Positioned in the upper-mid market, the mall is modern, stylish, and home to a mix of international and domestic brands – particularly popular among younger consumers.
The construction hoarding of the new Mixue store features the familiar Snow King mascot alongside a Portuguese slogan that reads: “São Paulo Chegamos! Em Breve!” (São Paulo, we’ve arrived! Coming soon!).
The hoarding also includes a QR code with more information – included Mixue’s 2025 English brand manual (not yet in Portuguese):
Mixue announced Brazil entry alongside Keeta
Mixue announced its entry into Brazil earlier this year in May, during Brazilian President Lula’s official visit to China.
At the same event, the company committed to investing in local factories and purchasing at least RMB 4 billion (US$562 million) worth of agricultural products and raw materials from Brazil.
The signing ceremony was attended not only by Mixue’s senior executive Mr Sun, but also by Wang Xing, the founder of Meituan.
Meituan used the same occasion to announce a planned US$1 billion investment in the Brazilian market and the planned entry of Keeta food delivery services.
On the signing table, a Meituan kangaroo mascot was placed together with Mixue’s Snow King – an image that drew plenty of attention.
Will Mixue work in Brazil?
So far, Brazil hasn’t developed large-scale local tea chains of its own. Why that is remains an open question – some people attribute it to the country’s strong coffee culture.
We think the more likely reason is that nobody has yet built tea chains at industrial scale – most tea chains remain small and often concentrated in Asian neighborhoods such as Liberdade (São Paulo’s “Japantown”).
Mixue, which has successfully expanded in Southeast Asia (where the bulk of its 4733 overseas stores are located), will test the value proposition in Latin America’s largest consumer market.
Synergy with Keeta?
Our friends in Brazil have expressed excitement about seeing more tea chains open locally. Interestingly, several Brazilian friends who had lived or worked in Asia before mentioned to us how much they miss the lifestyle of being able to grab bubble tea or milk tea almost anywhere.
Keeta is preparing to launch in Brazil, likely in October or November, starting in the São Paulo area. In Asia, tea drinks often play a useful role in acquiring food delivery customers quickly – will Keet adopt the same tactics in Brazil?
We look forward to seeing how the market evolves.
For more on Mixue, check out Momentum Works report “Who is Mixue”:
You can also make reference to the following Momentum Works reports for more:
- Food Delivery Platforms in Southeast Asia 2025Chinese F&B in Southeast AsiaEcommerce in Southeast Asia 2025
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