今年4月，一家名为“MIXUE”的中国品牌，走进了阿拉木图市的年轻人们的视野。当地的TikTok 网红阿里汉感慨说，“如果你看到有人在排队，那么MIXUE就在附近。”

In April this year, a Chinese brand named "MIXUE" entered the vision of young people in Almaty. Local TikTok influencer Alihan remarked, "If you see people queuing, MIXUE is nearby."

阿拉木图是哈萨克斯坦和中亚第一大城市，因当地盛产苹果，也称“苹果之城”。今年4月9日，蜜雪冰城中亚首店在阿拉木图市Forum商场开始试营业，冰淇淋仅售200坚戈（折合约 2.8 元人民币）、珍珠奶茶仅售900 坚戈，亲民的菜单价格、高品质的产品，迅速吸引大量消费者关注和讨论。

Almaty, the largest city in Kazakhstan and Central Asia, is also known as the "Apple City" due to its abundant apple production. On April 9 this year, MIXUE's first Central Asian store soft-launched at Forum Mall in Almaty. With ice cream priced at only 200 tenge (approximately 2.8 RMB) and bubble tea at 900 tenge, the affordable menu and high-quality products quickly attracted significant consumer attention and discussion.

开业一个月，这家门店也交出一份亮眼的“成绩单”。据蜜雪冰城相关业务负责人透露，该店正式营业首日营业额超3万元人民币，首月营业额超过43万元人民币。

After one month of operation, the store has delivered an impressive "report card." According to a MIXUE business head, the store's turnover on its official opening day exceeded 30,000 RMB, and the first-month turnover surpassed 430,000 RMB.

“我们没想到雪王会这么受欢迎。”蜜雪冰城中亚五国总经理冯豪说，这比他们预期的营业额高出了一倍。

"We didn't expect the Snow King to be so popular," said Feng Hao, General Manager of MIXUE for the five Central Asian countries, noting that this is double the expected turnover.

本地顾客占比达七成

Local Customers Account for 70%

初登陆哈萨克斯坦市场，蜜雪冰城原以为本地顾客会比较陌生，该店首批目标顾客也聚焦当地华人群体，包括从中国过去的留学生、商人和劳务人员等。但开业没几天，哈萨克斯坦本国顾客越来越多，占门店顾客比重甚至达到七成。

When first entering the Kazakh market, MIXUE initially thought local customers might be unfamiliar with the brand and targeted the first batch of customers at local Chinese communities, including international students, merchants, and migrant workers from China. However, within days of opening, the number of local Kazakh customers grew, accounting for even 70% of the store's clientele.

能快速打开市场，前期的口碑积累功不可没。蜜雪冰城的中亚工作人员发现，无论是品牌名，憨厚可爱的雪王形象，还是“你爱我、我爱你”的官方主题曲，很多哈萨克斯坦年轻人都并不感到陌生。对于这家店的开业，一些人更是翘首以待。

The rapid market penetration owes much to preliminary word-of-mouth accumulation. MIXUE's Central Asian staff found that many young Kazakhs were already familiar with not only the brand name, the honest and lovable Snow King image, but also the official theme song "You Love Me, I Love You". For the store's opening, some had even been eagerly anticipating it.

很多人可能不知道的是，蜜雪冰城数千里外的东南亚门店，无形中帮了大忙。

What many may not know is that MIXUE's stores thousands of miles away in Southeast Asia invisibly helped a great deal.

2018 年，蜜雪冰城海外首店落地越南。自那以后，他们在东南亚的门店版图逐渐扩大。而出于宗教信仰原因，东南亚也是近些年哈萨克斯坦本国居民的热门旅游目的地。“我在越南吃过你们的冰淇淋，非常好吃！”一位哈萨克斯坦当地消费者评价称。

In 2018, MIXUE's first overseas store opened in Vietnam. Since then, its store network in Southeast Asia has gradually expanded. Due to religious beliefs, Southeast Asia has become a popular tourist destination for Kazakh residents in recent years. "I tried your ice cream in Vietnam, and it was delicious!" commented a local Kazakh consumer.

此外，近些年持续升温的中哈友谊，也成为关键推动力。

Additionally, the increasingly warm Sino-Kazakh friendship in recent years has been a key driving force.

2023年11月10日，中哈互免签证协定正式落地生效。2024年和2025年分别是中国“哈萨克斯坦旅游年”和哈萨克斯坦“中国旅游年”，互访游客显著上升。携程最新统计显示，2025年以来，中亚游客入境游订单量同比增长106%。

On November 10, 2023, the Sino-Kazakh visa waiver agreement officially came into effect. 2024 and 2025 are respectively China's "Kazakhstan Tourism Year" and Kazakhstan's "China Tourism Year," with a significant increase in mutual tourist visits. The latest statistics from Ctrip show that since 2025, inbound travel orders from Central Asian tourists have increased by 106% year-on-year.

到一个国家、一座城市，品尝当地美食，喝上一杯当地特色饮品，是必不可少的环节。而得益于蜜雪冰城持续的门店开拓，对于哈萨克斯坦人来说，无论是出境游东南亚，还是奔赴新疆地区，都能便捷享受到一杯 “高质平价”的美味饮品。

When visiting a country or city, tasting local cuisine and enjoying a cup of local specialty drinks are essential. Thanks to MIXUE's continuous store expansion, for Kazakhs, whether traveling abroad to Southeast Asia or visiting Xinjiang, they can conveniently enjoy a "high-quality and affordable" delicious drink.

现如今，随着阿拉木图首店的正式落地，当地顾客也可以在家门口感受到这杯东方的茶香。

Now, with the official opening of the first store in Almaty, local customers can also experience the oriental tea aroma at their doorstep.

中亚市场分外“甜”

The Central Asian Market Is Extra "Sweet"

截至目前，蜜雪冰城已经在海外12个国家开出超 5000 家门店。阿拉木图作为中亚地区首站，较高的本国顾客消费占比，也勾勒出不同其他地区的消费者画像。

As of now, MIXUE has opened over 5,000 stores in 12 overseas countries. Almaty, as the first stop in Central Asia, has a high proportion of local customer consumption, outlining a consumer profile different from other regions.

哈萨克斯坦人对“甜”偏爱有加，现制茶饮也不例外。根据蜜雪冰城方面统计，阿拉木图店Top3热销饮品分别为珍珠奶茶、菠萝百香果和草莓大圣代。

Kazakhs have a particular preference for "sweetness", and freshly made tea drinks are no exception. According to MIXUE statistics, the top three best-selling drinks at the Almaty store are bubble tea, pineapple passion fruit, and strawberry sundae.

这之中，菠萝百香果饮品尤其受到当地顾客喜爱。在高峰时期，这家店每卖出 5 杯饮品，便有1杯是菠萝百香果。这跟中亚地处亚洲内陆，不产热带水果有直接关系。蜜雪冰城的到来，让当地顾客可以以更实惠的价格，品尝到丰富的热带水果的“甜蜜”。

Among these, the pineapple passion fruit drink is especially popular among local customers. During peak hours, one out of every five drinks sold at the store is pineapple passion fruit. This is directly related to Central Asia's inland location, where tropical fruits are not produced. MIXUE's arrival allows local customers to taste the "sweetness" of a variety of tropical fruits at a more affordable price.

作为一家坚持全球化发展的中国品牌，蜜雪冰城每进入一个新市场，都会采取因地制宜的经营策略，以更好地融入当地，中亚市场自然也不例外。据了解，为了满足当地顾客对甜的偏爱，蜜雪冰城中亚地区的产品含糖量较于国内高出30%。

As a Chinese brand committed to global development, MIXUE adopts a localized business strategy whenever it enters a new market to better integrate into the local area, and the Central Asian market is no exception. It is understood that to meet local customers' preference for sweetness, MIXUE produce the products in Central Asia, whose sugar content is 30% higher than in China.

在中亚首店试营业期间，蜜雪冰城还参考了此前团队在东南亚地区的实际情况，不向顾客做产品主推，“我们坚持一个观念，让本国消费者自己来评选出他们国家的‘拳头产品’。”该家门店的相关负责人说。

During the soft-launch period of the first Central Asian store, MIXUE also referred to the actual situation of its team in Southeast Asia and did not promote products to customers. "We adhere to the concept of letting local consumers themselves select their country's 'flagship products'." said a relevant person in charge of the store.

通过线上线下的口口相传，蜜雪冰城如今在阿拉木图的年轻人群体已经小有名气，对于新店的呼声也越来越高。甚至，有不少当地人跑到海外社交媒体的官方账号下留言，“MIXUE，什么时候来阿斯塔纳?”

Through word-of-mouth promotion both online and offline, MIXUE has now gained popularity among young people in Almaty, and the call for new stores is growing. Even many locals have gone to the official overseas social media accounts to leave messages: "MIXUE, when are you coming to Astana?"

显然，这家店只是蜜雪冰城在中亚市场的开始，相信这一天的到来不会太久。

Obviously, this store is just the beginning of MIXUE's journey in the Central Asian market, and it is believed that the day of further expansion will not be far off.

从“中文热”到“中国热”

From "Chinese Fever" to "China Fever"

中国和中亚国家山水相连，友谊持续升温，中哈两国的文化交流更是由来已久。

China and Central Asian countries are connected by mountains and rivers, and their friendship continues to warm. Cultural exchanges between China and Kazakhstan have a long history.

目前，哈萨克斯坦国内设有 5 所孔子学院，是中亚五国孔子学院数量最多的国家。值得一提的是，蜜雪冰城中亚首店所在的阿拉木图Forum商场，周边共有四所大学，其中之一便是 2007 年开设孔子学院的哈萨克国立民族大学。

Currently, there are 5 Confucius Institutes in Kazakhstan, the largest number among the five Central Asian countries. It is worth mentioning that the Forum Mall in Almaty, where MIXUE's first Central Asian store is located, is surrounded by four universities, one of which is Kazakh National University, where a Confucius Institute was established in 2007.

对于附近的大学生来说，蜜雪冰城的到来，不仅是多了一家奶茶店。对于热爱中国文化的哈萨克斯坦年轻人来说，无疑为他们了解中国文化、中国品牌，提供了一个更近距离的观察窗口。

For nearby university students, the arrival of MIXUE is more than just another milk tea shop. For young Kazakhs who love Chinese culture, it undoubtedly provides a closer window to understand Chinese culture and Chinese brands.

事实上，大到一辆汽车，小到一部手机、一杯奶茶，中国品牌正越来越多融入哈萨克斯坦民众的日常生活。一名北京大学哈萨克斯坦留学生，也收到了来自家乡亲友的反馈，中国品牌在当地流行日益明显，“像小米、蜜雪冰城等各个行业的品牌。”

In fact, from cars to mobile phones and even a cup of milk tea, Chinese brands are increasingly integrating into the daily lives of Kazakh people. A Kazakh international student at Peking University also received feedback from hometown relatives that Chinese brands are becoming increasingly popular locally, "such as Xiaomi, MIXUE, and brands from various industries."

作为“一带一路”倡议的核心支点，哈萨克斯坦是中亚首屈一指的物流交通枢纽。阿拉木图不仅人口众多，地理位置同样优越，距离中哈边境仅 300 公里。今年早些时候，中国哈合资企业也明确将在阿拉木图地区启动分拣中心和工业园区建设。

As a core fulcrum of the Belt and Road Initiative, Kazakhstan is a leading logistics and transportation hub in Central Asia. Almaty, with its large population and superior geographical location, is only 300 kilometers away from the Sino-Kazakh border. Earlier this year, a China-Kazakhstan joint venture also confirmed the launch of a sorting center and industrial park in the Almaty region.

事实上，蜜雪冰城也享受着中哈双边贸易的深化果实。据悉，阿拉木图门店下单货物后，通过在国内生产并从乌鲁木齐出口到阿拉木图，整体货物生产运输周期仅 35 天，较于海外其他地区的门店物流效率有着明显提升。

Actually, MIXUE is also benefiting from the deepening of Sino-Kazakh bilateral trade. It is reported that after the Almaty store places an order, goods are produced in China and exported from Urumqi to Almaty, with the entire production and transportation cycle taking only 35 days, significantly improving logistics efficiency compared to other overseas stores.

截至目前，中国与中亚已结成近百对友好省州市，中国与中亚国家的经贸往来和文化交流，显然也将持续升温。作为最早布局中亚市场的中国现制饮品头部品牌，蜜雪冰城也将持续深耕中亚市场，用一杯杯茶饮，为中亚消费者带去更多的甜蜜与快乐。

As of now, China and Central Asia have formed nearly 100 pairs of sister provinces and cities, and economic and trade exchanges and cultural exchanges between China and Central Asian countries will obviously continue to heat up. As one of the first leading Chinese fresh tea drink brands to lay out in the Central Asian market, MIXUE will continue to deepen its presence in the Central Asian market, bringing more sweetness and joy to Central Asian consumers with each cup of tea.

来自吉尔吉斯斯坦的中亚留学生明美在接受采访时说，到中国后跟中国人聊天、一起学习后，她从中感受到真正的友谊。而当被问用三个词来形容眼中的中国时，明美的回答是，热情、友谊、蜜雪冰城。明美补充说，“柠檬绿茶，一定要常温的，七分糖。”（中文来源/河南日报 记者/胡舒彤 英文审校/洪建园）

Mingmei, a Central Asian international student from Kyrgyzstan, said in an interview that after coming to China and chatting and studying with Chinese people, she has felt true friendship. When asked to describe China in three words, Mingmei replied, "Warmth, Friendship, MIXUE." She added, "Lemon green tea, definitely at room temperature, and with 70% sugar."

Web editors: Shen Jianqi, Li Siyao