MIXUE, a Chinese chain known for low-cost soft serve ice cream and drinks, is expanding its presence in New York City and attracting attention from student customers.
Founded by Zhang Hongchao, MIXUE began in 1997 as a small shaved ice stand in Zhengzhou, China. Two years later, Hongchao opened the first MIXUE store, which sold shaved ice and other desserts. The company eventually expanded its menu to include ice cream, lemonade, fruit tea and other beverages.
From its humble origins, MIXUE has since expanded to thousands of locations throughout multiple countries including Vietnam, Thailand, Malaysia and the United States.
The company opened its first NYC locations in Times Square and Koreatown in December 2025. Since then, MIXUE has continued expanding throughout the city, including locations in Canal Street, Downtown Brooklyn, Flushing and more recently, Union Square.
The Snow King mascot and repetitive theme song, with the lyrics “I love you, you love me / MIXUE ice cream and tea,” has gained popularity on social media, helping the chain build recognition among Generation Z.
Baruch College sophomore Deanna Duran told The Ticker in an interview, “I saw a lot of Instagram reels about MIXUE, with most of them always starting out with ‘Cheap Ice Cream in NYC.’ I didn’t believe it at first, but when I went, I was amazed.”
“I tried MIXUE for the first time because my friends recommended it to me, and it was cheap,” Baruch sophomore Noah Philips told The Ticker.
For many college students, prices are an important factor in food-and-beverage purchasing decisions. It ultimately comes down to whether the food and drinks provide enough value for its price.
“The prices are a big deal for college students,” Duran said. “Being unemployed myself, I try not to spend too much money a week on food or drinks.”
MIXUE’s affordability is simple: an efficient supply chain, a focused menu and a franchise-based business model.
Despite this model, competition remains fierce among fellow chains such as Kung Fu Tea, Gong Cha, Heytea and Luckin Coffee.
Heytea and MIXUE both sell tea-based drinks, but they appeal to customers in different niches. While Heytea is positioned as a premium brand, MIXUE sets itself apart with extreme affordability and rapid convenience.
“For ice cream, I think it’s top tier,” Duran said. “I feel like other places are inconsistent with their ice cream. With the cheap price, MIXUE never disappoints. However, for bubble tea, I feel like it’s too sweet.”
According to Square, the average price of an ice cream cone in NYC is $9.90, while Next City reported the average price of boba in Chinatown is $8.30.
In comparison, MIXUE’s soft serve is priced at $1.19, and many menu items are generally priced below $5, according to FOX 5 New York.
“MIXUE’s prices always influence me to get a sweet treat after a hard day because it’s not as expensive as Heytea,” Duran said.
As MIXUE continues opening locations in New York City, it will have to compete with all chains while maintaining the low prices that attract customers.
MIXUE’s appeal is relatively simple: an inexpensive way to get a treat.
