中国茶饮品牌加速国际扩张 海外门店数千家

蜜雪冰城和霸王茶姬等中国茶饮品牌正在加快国际化步伐。蜜雪冰城已在海外16个国家开设4500多家门店，1而霸王茶姬自2019年8月在马来西亚开设第一家海外门店以来，截至今年一季度已拓展至374家海外门店，其中221家位于马来西亚。1这些品牌已在东南亚、中亚、美洲等地形成广泛布局。1

蜜雪冰城的国际扩张正在加速推进。该品牌在柬埔寨已开设70多家门店，1今年6月在吉尔吉斯斯坦首都比什凯克开设3家门店。其中冰淇淋当地售价约3元人民币，冰鲜柠檬水约6元人民币。1比什凯克门店前期试营业顾客占比高达95%。1今年4月，蜜雪冰城巴西首店在圣保罗市正式开业，标志着品牌已进入美洲市场。1蜜雪冰城柬埔寨区域经理张雷表示，预计能开到200至300家店，同时将建设本地化采购供应链。1

Chinese tea drink franchises are making significant inroads into international markets, establishing thousands of outlets across multiple continents. Mixue, one of the leading brands, has opened more than 4,500 stores across 16 overseas countries1. Bawang Tea Royale, another major player, started its international expansion in August 2019 with its first overseas location in Malaysia and has since established 374 stores globally by the first quarter of this year, with 221 of them concentrated in Malaysia1.

The expansion reflects strong local demand and successful adaptation strategies. In Cambodia alone, Mixue operates over 70 stores1. The brand's June opening of three locations in Bishkek, the capital of Kyrgyzstan, proved particularly successful, with customer traffic during the trial period reaching 95 percent1. Mixue's pricing reflects local market conditions—ice cream sells for approximately 3 yuan while fresh lemon water costs around 6 yuan at these locations1. The company also entered the Brazilian market in April when its flagship store opened in São Paulo1.

Beyond geographical expansion, these brands are pursuing localized growth strategies. Zhang Lei, Mixue's regional manager for Cambodia, indicated the company projects opening between 200 to 300 stores in the country while simultaneously developing local procurement and supply chains1. Such commitment to regional integration demonstrates how Chinese tea beverage brands are not simply transplanting their model but adapting to serve diverse international consumer bases while introducing Chinese tea culture globally.