MIXUE Demonstrates Successful Franchise Model in Vietnam

Chinese beverage chain MIXUE has demonstrated the effectiveness of its franchise model in the Vietnamese market through a large-scale collaboration campaign with the popular game 'Liên Quân Mobile' (Arena of Valor). This campaign not only enhanced brand visibility but also served as a direct validation of its business model. During the campaign, the blueberry beverage series alone sold over 1 million cups in its first month, with the highest single-day revenue accounting for 28.2% of total sales. A two-day pop-up event at AEON Mall attracted over 50,000 visitors, and related social media content garnered over 60 million impressions. These figures indicate that this was more than just a marketing campaign; it was a direct test of MIXUE's business model in Vietnam, proving its ability to convert attention from an IP (Intellectual Property) into actual customer traffic, leading to product sales and store profits. This serves as a clear testament to the value of MIXUE's franchise model for Vietnamese entrepreneurs and investors. For any F&B brand, the ultimate success of marketing activities is measured by consumer purchasing behavior. The sales data from this campaign confirms that online interest was successfully translated into real-world consumption. For franchisees, the value of this model is evident. The brand continuously executes marketing campaigns that attract market attention, driving customers to stores and products, thereby creating more consumption opportunities. Franchisees gain access to a comprehensive system that includes not only the brand name but also products, supply chains, store operations, and marketing support. MIXUE is actively promoting localization in Vietnam, with product offerings, marketing strategies, and in-store events tailored to local consumers. The blueberry beverage series and the current collaboration were developed based on the preferences and consumption habits of Vietnamese youth. The brand avoids simply copying standard marketing templates from foreign markets, instead building direct connections with local customers through game IPs, offline interactive activities, and social media. This success demonstrates that MIXUE has built a sustainable business system in Vietnam. Franchisees receive strong support, enabling them to build their businesses on the foundation of long-term brand development, rather than relying on single products or temporary events. The Vietnamese youth market still holds significant growth potential, and MIXUE is transforming these market opportunities into a complete business model that connects affordable products with increasing brand influence. Source: Vietnam Insider