When the "Snow King" made its debut on the Hollywood Walk of Fame, it marked a brilliant new chapter in the journey of Henan enterprises going global. In late 2025, Mixue Ice Cream & Tea officially opened its first U.S. store directly across from the TCL Chinese Theatre in Hollywood, offering affordable, high-quality teas and ice creams and ushering in a new era for this Central Chinese brand in the Americas.

Hailing from Zhengzhou and now a global beverage leader, Mixue remains anchored to its "high quality at affordable prices" philosophy. For its U.S. entry, it maintained its classic menu while incorporating local preferences. With signature ice cream priced at $1.19 and pearl milk tea starting at $3.99—significantly lower than local competitors—it quickly won over consumers. During the grand opening, events like "Snow King" flash mobs and the Mixue theme song challenge brought the Chinese IP to life on Hollywood Boulevard, infusing the overseas expansion of this Henan enterprise with vibrant cultural warmth.

Since the opening of its first overseas store in Vietnam in 2018 to now operating nearly 4,700 stores across 13 countries, Mixue's globalization has been robust and steady. Since the beginning of 2025, its international competitiveness has been underscored by milestones such as opening franchising in Japan, entering the Kazakhstani market, signing a 4 billion yuan procurement agreement in Brazil, and now the launch of its first U.S. store.

Leveraging its mature supply chain system and high cost-performance ratio, Mixue has not only been named to TIME magazine's list of the "100 Most Influential Companies" but has also become a vivid example of Henan enterprises going global.

A cup of tea connects China with the world; an ice cream conveys craftsmanship. Mixue's expansion into the Americas is not only a key move in its corporate globalization strategy but also a powerful testament to the force of Henan enterprises going global. As new U.S. locations are prepared and stores in Brazil and Mexico advance, this symbol of Henan will continue to shine globally, broadening the path for Henan enterprises to go global and enhancing the international influence of Chinese flavors and brands.

Web editors: Shen Jianqi, Li Siyao