午后的马来西亚雪兰莪州，阳光炽热。街角的一家蜜雪冰城门店里，却是一派热闹景象。

On a scorching afternoon in Selangor, Malaysia, the Mixue Ice Cream & Tea (hereinafter Mixue) store on the corner is buzzing with activity.

一位顾客在收银台前犹豫片刻，忍不住问店员：“你们这是在搞开业活动吗？怎么这么便宜？”得知这是长期坚持的价格后，他颇感意外，随即离开。十几分钟后，他带着四个孩子重回店里，怀里抱着一个大盆和一把勺子，买了几支冰淇淋。冰淇淋被捣碎在盆中，五人围坐分享，欢声笑语回荡在小店里。

A customer hesitated for a moment at the counter before asking the clerk, "Wait, is this some kind of grand opening sale? Why are the prices so low?" Suprised to find out that the prices were regular, he left. But just over ten minutes later, he returned  with four children, carrying a large bowl and a spoon. He bought several ice creams, which they mashed up in the bowl, and the five of them sat together to enjoy, their laughter filling the small store.  

这样的场景，是蜜雪冰城在马来西亚日常运营的一个缩影。

That scene is a common sight at Mixue stores in Malaysia.

诞生于河南的蜜雪冰城，自进入马来西亚市场以来，凭借“高质平价”的理念和鲜明的品牌特色，逐渐融入当地生活，成为许多人街头小憩的选择，也让源自中原的甜蜜滋味飘香海外。

Founded in Henan, Mixue has steadily integrated into local life since entering the Malaysian market, thanks to its philosophy of "high quality at affordable prices" and its distinctive brand identity. It has become a popular stop for people taking a break while out and about on the streets, and has brought the sweet flavors from Henan to the international stage.

走进马来西亚的蜜雪冰城门店，熟悉的“雪王”卡通形象依然醒目，但细心的顾客也能发现不少“本地元素”。菜单上，结合当地口味的新饮品不断推出；产品通过Halal清真认证，让不同族群的消费者都能安心享用。这种兼顾统一与差异的本土化策略，使品牌迅速与马来西亚消费者建立了情感连接。

Stepping into a Mixue store in Malaysia, the familiar "Snow King" cartoon mascot still stands out, but keen-eyed customers will also spot many local touches. The menu regularly features new drinks crafted to suit local tastes, and the products have earned Halal certification, ensuring they are accessible and safe for consumers from all backgrounds. This localization approach, which balances consistency with regional differences, has helped the brand quickly creat an emotional connection with Malaysian consumers.

“蜜雪冰城在马来西亚的团队成员，95%以上来自当地。”蜜雪冰城马来西亚负责人介绍，“我们的目标很明确，就是要真正融入这里，服务好本地消费者。”

"Over 95% of Mixue's team members in Malaysia are locals," said the head of Mixue Malaysia." Our goal is simple: to fit in here and give local consumers the best service we can."

这种努力也得到了回报。如今，蜜雪冰城门店已覆盖马来西亚多个州，市场版图不断扩展。无论是在繁华都市的商圈，还是在小城社区的街头，总能看到排队买柠檬水和冰淇淋的年轻人。

Their efforts have paid off. Today, Mixue stores have expanded across multiple states in Malaysia, steadily growing their market presence. Whether in the bustling commercial districts of major cities or on the streets of small-town communities, it's a common sight to see young people lining up for lemonades and ice cream.

如果说本土化经营是蜜雪冰城“破冰”的关键，那么品牌IP“雪王”的亲和力，则是拉近消费者距离的“重要法宝”。

If localized operations are the key to Mixue's "ice-breaking" success, then the appeal of its brand mascot "Snow King" is a crucial factor in bridging the gap with consumers.

在马来西亚，“雪王”不仅活跃于线下活动，还通过线上互动与社区课堂成为孩子们的“甜蜜伙伴”。每年线上举办的“雪王绘画大赛”，吸引众多家庭参与；“柠檬课堂”“奶茶课堂”更是充满了孩子们的欢声笑语。

 In Malaysia, the "Snow King" is not only active in offline events, but also serves as a "sweet companion" to children through online activities and community classes. The annual online "Snow King Drawing Competition"  draws many families, while the "Lemon Class"  and "Milk Tea Class"  are filled with their laughter and joy.

“这里的蜜雪冰城不仅是售卖饮品，更是在传递快乐。”在蜜雪冰城马来西亚分店人力资源部门工作的马来西亚姑娘薇薇说，“‘雪王’在这里，已成为朋友般的存在。”

"Mixue here is not just about selling drinks, but also spreading happiness," said Weiwei, a local Malaysian working in the HR department at Mixue Malaysia. "The 'Snow King' has become a friend to us." 

作为一个外来品牌，蜜雪冰城并未自视为“局外人”，而是通过创造就业、培养人才，积极融入当地经济生活。

As a foreign brand, Mixue does not see itself as an "outsider" . Instead, it actively integrates into the local economy by creating jobs and fostering talent.

“目前，蜜雪冰城在马来西亚已提供超过3000个就业岗位。”蜜雪冰城马来西亚负责人说，从门店服务到运营管理，从物流配送到供应链合作，越来越多的当地人因蜜雪冰城获得了职业发展机会。

"Currently, Mixue has created over 3,000 job opportunities in Malaysia,"  said the head of Mixue Malaysia. From store services to operations management, and from logistics and distribution to supply chain partnerships, an increasing number of locals have found career development opportunities through Mixue.

薇薇就是其中之一。“最初，我是被3马币一杯的柠檬水吸引的。”她说。后来，她加入蜜雪冰城，不仅有机会赴华培训，还通过跨文化的团队协作变得更加自信。“这段经历让我真正了解了跨文化管理，也让我对未来的职业发展更有信心。”她说。

Weiwei is one of them. "At first, I was drawn to its 3-ringgit lemonade,"  she said. Later, when she joined Mixue, she not only had the chance to receive training in China, but also became more confident through cross-cultural teamwork." This experience really helped me understand cross-cultural management better and gave me more confidence about my career,"  she added. 

本地合作伙伴对蜜雪冰城等河南企业同样赞誉有加。长期与蜜雪冰城合作的装修商艾瑞克表示：“中国企业在效率、创新和市场响应速度等诸多方面值得学习。蜜雪冰城的运营、培训和供应链体系都非常出色，我们也期待未来能有更深入的合作。”

Malaysian business partners also speak highly of Henan-based companies such as Mixue. Eric, a contractor who has worked on Mixue's store renovations for a long time, said," Chinese companies excel in many aspects, such as efficiency, innovation and market responsiveness. Mixue's operation, training, and supply chain systems are outstanding, and we look forward to even deeper cooperation in the future." 

近年来，河南与马来西亚合作不断深化，郑州—吉隆坡“双枢纽”建设为双边经贸交流提供了便利。8月21日，河南茶饮品牌“眷茶臻选”海外首店在马来西亚试营业；同日，蜜雪集团旗下幸运咖海外首店也在马来西亚开业。“河南与马来西亚的合作为蜜雪冰城提供了更好的发展环境，可以让我们更好融入马来西亚市场。”蜜雪冰城马来西亚负责人说。

In recent years, cooperation between Henan and Malaysia has deepened with the development of the Zhengzhou-Kuala Lumpur "dual hubs" providing a boost to  bilateral economic and trade exchanges. On August 21, "Juancha"  , a Henan tea drink brand, opened its first overseas store in Malaysia for a trial run. On the same day, Lucky Cup, a brand under Mixue Group, also launched its first overseas store in Malaysia. "The cooperation between Henan and Malaysia has created a better  environment for Mixue's growth, allowing us to integrate more smoothly into the Malaysian market," said the head of Mixue Malaysia.  

从雪兰莪孩子们分享冰淇淋的笑声，到社区课堂里孩子们调制柠檬水的身影；从年轻员工跨国培训后的自信成长，到合作伙伴对中国企业的由衷赞叹……蜜雪冰城在马来西亚的故事，不只是一个品牌“走出去”的经历，更是豫马交流不断加深的缩影。

From the laughter of children sharing ice cream in Selangor to the sight of kids making lemonade in community classes; from the confident growth of young employees after cross-border training to the heartfelt praise from partners for Chinese enterprises... the story of Mixue in Malaysia is not just about a brand "going global", but also a reflection of the growing ties between Henan and Malaysia.

一杯茶饮，一支冰淇淋，简单又亲切，却承载着河南茶饮品牌走向世界的信心。河南茶饮正在用自己的方式，把来自中原的甜蜜滋味，播撒到更广阔的天地。（中文来源/河南日报 记者/童林 李思瑶 编译/洪建园 审校/丁岚）

 The simple yet approachable tea and ice cream embody the confidence of Henan's tea drink brands going global, as they, in their own way, bring the sweet flavors of the Central Plains to more people. 

Web editors: Shen Jianqi, Li Siyao