Chinese beverage company Mixue Bingcheng, known for its affordable ice cream and tea-based drinks, is set to open its first store in Brazil this year, marking its debut in South America. This expansion follows the signing of a memorandum of understanding (MoU) on May 12 between Mixue Bingcheng's Vice President and CEO for the Americas, Sun Jiantao, and Jorge Viana, President of the Brazilian Trade and Investment Promotion Agency (ApexBrasil).

Under the agreement, the brand plans to deepen its supply chain by increasing imports of Brazilian agricultural products, such as coffee beans and fruit derivatives. ApexBrasil will support Mixue Bingcheng's expansion in Brazil's retail market and assist in establishing local operations.

Mixue Bingcheng announced plans to open a local supply chain factory to source and produce raw materials domestically, creating a closed-loop production and sales system that delivers high-quality, affordable products to Brazilian consumers.

"We plan to invest at least 4 billion yuan in Brazil over the next three to five years, including the procurement of agricultural goods. This is expected to create around 25,000 jobs," said a Mixue Bingcheng representative. The company also intends to strengthen its presence in domestic and Southeast Asian markets while exploring new markets in the Americas and Central Asia. New entries into countries such as the United States and Mexico are anticipated later this year.

Mixue Bingcheng launched its globalization strategy in 2017, rapidly expanding into international markets and actively participating in the Belt and Road Initiative. As of now, the brand has established a presence in 12 countries, with over 5,000 stores overseas. It has also built a global supply network spanning six continents and 38 countries.

Brazil, with its status as the largest economy in Latin America, a youthful consumer base, and high per capita disposable income, presents significant growth opportunities. Sun Jiantao remarked, "The Brazilian and broader American markets hold immense potential. We will continue to advance our globalization strategy and share the story of Chinese brands on the international stage." (Source/Henan Daily Reporter/Kong Xuejiao Translator/Tong Lin Proofreader/Jiao Dan)

“雪王”甜蜜半径拓至南美洲 　豫企出海圈粉世界

作为“巴西－中国商业研讨会”会议成果之一，河南企业蜜雪冰城将在巴西落地多项经贸合作。“雪王”的甜蜜半径拓展至南美洲，代表“中国品牌”走向更大的国际舞台，再次证明了豫企出海的实力和魅力。

5月12日，蜜雪集团副总裁、美洲大区CEO孙建涛与巴西出口投资促进局（ApexBrasil）主席豪尔赫•维亚纳（Jorge Viana）在京签署谅解备忘录。

根据该备忘录，蜜雪冰城计划在其供应链中，进一步扩大巴西农产品的进口份额，包括但不限于咖啡生豆、水果制品等巴西优势农产品，巴西出口投资促进局将为蜜雪冰城在巴西的业务主体和零售市场拓展提供必要的协助。

据了解，蜜雪冰城计划今年在巴西开设首家门店。接下来还将在巴西启动供应链工厂的建设，原材料直接在当地进行生产，实现本地化产销闭环，给巴西消费者带来高质平价的好产品。

“我们计划未来3-5年在巴西投资采购包括农产品在内的总价值不低于40亿元的物资，预计将提供25000个工作岗位。”蜜雪冰城有关负责人表示，下一步，该公司将继续深耕国内及东南亚市场，同时积极开拓美洲、中亚市场，今年预计还将进入美国、墨西哥等国家。

蜜雪冰城自2017年开启全球化发展战略，快速开拓国际市场，积极参与共建“一带一路”。目前蜜雪冰城门店网络已覆盖海外12个国家，海外门店数超过5000家，搭建了覆盖全球6大洲、38 个国家的采购网络，持续开拓“买全球”“卖全球”的双向流通全球贸易版图。

巴西经济实力居拉美首位，年轻消费者多且人均可支配收入高。孙建涛表示，“巴西及美洲市场发展潜力大，接下来将继续推进全球化发展战略，讲好中国品牌的国际故事。”（来源/河南日报客户端 记者/孔学姣 编译/童林 审校/焦丹）

Web editors: Shen Jianqi, Li Siyao