From Consumer Enthusiasm to Franchisee Confidence: How Is Mixue Indonesia Expanding Its Reach?

JAKARTA, Indonesia, Oct. 27, 2026 /PRNewswire/ -- From gaming competitions and live performances to cosplay and matcha-themed activities, Mixue Indonesia brought together different communities through its Matcha Booyah Series collaboration with Free Fire on October 17–18, 2026, at Gandaria City Mall, South Jakarta.

The event featured a Free Fire tournament, appearances by Anggis Devaki and girl group Lemon, and cosplayers who added to the lively atmosphere. Snow King, Mixue's iconic mascot, was also present to meet visitors and make the experience even more engaging.

By bringing gaming enthusiasts, music fans, cosplay communities, and matcha lovers together, Mixue created a space where people with different interests could share the same experience. The collaboration reflects how Mixue Indonesia continues to explore new ways to connect with consumers beyond its everyday products.

For Mixue, connecting with consumers means more than introducing new products. It also means understanding what people enjoy, creating opportunities for shared experiences, and finding ways for the brand to become part of their interests and everyday lives.

Bringing Different Communities Together

The collaboration with Free Fire offered Mixue an opportunity to connect with audiences through something they already enjoy. Gaming provided the central theme, while live performances, cosplay, and matcha-themed activities added different experiences for visitors to explore.

Rather than focusing on a single audience, the event brought together people from different communities in one place. Visitors could watch the tournament, enjoy the performances, meet cosplayers, or take part in interactive activities throughout the event.

This approach reflects Mixue Indonesia's efforts to make its brand experiences more engaging and accessible to a wider audience. By collaborating with brands and communities that share similar consumer interests, Mixue can introduce itself in new settings while giving visitors more reasons to interact with the brand.

The event also highlighted the role of matcha as more than just a product feature. By incorporating matcha into the activities and overall theme, Mixue connected its products with the entertainment experience, allowing visitors to discover the brand in a different way.

Growing Together with Franchise Partners

While consumer engagement helps people connect with a brand, the experience at individual stores remains an important part of that relationship. Behind Mixue's presence in the Indonesian market are franchise partners who serve customers every day and manage the daily operations of their businesses.

Mr Anggi and Ms Evi, both of whom have partnered with Mixue for four years, offer a glimpse into this side of the business.

Mr Anggi currently manages eight outlets and is developing three more. In his experience, strong public interest in Mixue, reliable ingredient availability, responsive support from supervisors, and promotional assistance are important factors in running his outlets.

Ms Evi also highlights Mixue's brand recognition, structured operating system, product innovation, and support from the central team as valuable parts of her partnership experience. These factors have contributed to her decision to continue working with Mixue and develop additional outlets.

Their experiences show that running a franchise involves more than having a recognizable brand. Consistent product supply, practical operational support, and ongoing product innovation also matter in helping partners manage their businesses.

For consumers, these efforts contribute to the experience they receive at individual stores. For franchise partners, they provide support as they navigate daily operations and explore opportunities to expand.

More Than an Event

The Matcha Booyah Series and the experiences of Mixue's franchise partners represent different sides of the brand's presence in Indonesia. One brings consumers together through entertainment and shared interests, while the other reflects the work that goes into running and developing the business at the local level.

Both are connected by the people who make the brand part of their daily lives, whether as customers visiting a store, communities attending an event, or partners building their businesses with Mixue.

As Mixue Indonesia continues to develop its presence in the local market, collaborations and community activities offer opportunities to reach new audiences, while its relationships with franchise partners remain an important part of delivering the brand experience across its stores.

Ultimately, building a lasting connection with consumers goes beyond a single product or event. It comes from creating experiences people enjoy, understanding the communities they belong to, and working alongside partners who bring the brand to life every day.

SOURCE Mixue