Almaty, the largest city in Kazakhstan and Central Asia, welcomed its first Mixue Bingcheng store on April 9th. Located in Forum Mall, the store began trial operations offering ice cream for just 200 tenge (approximately 2.8 yuan) and bubble tea for 900 tenge, quickly drawing attention and sparking conversations among local consumers.

According to Mixue's regional business head, the store recorded over 30,000 yuan in sales on its first official day of operation. Total sales in the first month surpassed 430,000 yuan, more than double the company's initial expectations, said Feng Hao, general manager for Mixue's operations across the five Central Asian countries.

Mixue's brand name, its mascot Snow King, and even its catchy theme song "You Love Me, I Love You" are already familiar to many young Kazakhs. The chain's existing presence in Southeast Asia has helped bolster its image abroad. Since opening its first overseas outlet in Vietnam in 2018, Mixue has gained visibility among Kazakh tourists, as Southeast Asia has become a popular travel destination. "I had Mixue ice cream in Vietnam. It was delicious!" said one local customer in Almaty.

Strengthening ties between China and Kazakhstan has also played a vital role in this success. On November 10th, 2023, a mutual visa exemption agreement between the two countries came into effect. The years 2024 and 2025 have been designated the "Kazakhstan Tourism Year" in China and the "China Tourism Year" in Kazakhstan, respectively. According to data from Trip.com, inbound tourism orders from Central Asian travelers to China have increased by 106% year-on-year since the beginning of 2025.

Kazakhstan also serves as a crucial transportation hub in Central Asia under the Belt and Road Initiative. Mixue's Almaty store benefits from this connectivity. Goods are produced in China and shipped via Urumqi, with the entire supply chain taking just 35 days, markedly faster than logistics timelines in many other international markets.

Source: Lingnan On the Cloud

中亚市场分外“甜”：蜜雪冰城中亚首店首月营业额超43万元

阿拉木图是哈萨克斯坦和中亚第一大城市。今年4月9日，蜜雪冰城中亚首店在阿拉木图市Forum商场开始试营业，冰淇淋仅售200坚戈（折合约2.8元人民币）、珍珠奶茶仅售900坚戈，迅速吸引大量消费者关注和讨论。

据蜜雪冰城相关业务负责人透露，开业一个月，该店正式营业首日营业额超3万元人民币，首月营业额超过43万元人民币。蜜雪冰城中亚五国总经理冯豪对记者表示，这比他们预期的营业额高出了一倍。

无论是品牌名、雪王形象，还是《你爱我、我爱你》的官方主题曲，很多哈萨克斯坦年轻人并不感到陌生。而蜜雪冰城数千里外的东南亚门店，也在无形中帮了忙。2018年，蜜雪冰城海外首店落地越南。东南亚也是近些年哈萨克斯坦本国居民的热门旅游目的地。“我在越南吃过蜜雪冰城的冰淇淋，非常好吃！”一位哈萨克斯坦当地消费者评价称。

此外，近些年持续升温的中哈友谊，也成为关键推动力。2023年11月10日，中哈互免签证协定正式落地生效。2024年和2025年分别是中国“哈萨克斯坦旅游年”和哈萨克斯坦“中国旅游年”，互访游客显著上升。携程最新统计显示，2025年以来，中亚游客入境游订单量同比增长106%。

作为“一带一路”倡议的核心支点，哈萨克斯坦是中亚首屈一指的物流交通枢纽。据悉，阿拉木图门店下单货物后，通过在国内生产并从乌鲁木齐出口到阿拉木图，整体货物生产运输周期仅35天，较海外其他地区的门店物流效率有着明显提升。

文｜记者 廖梦君
图｜受访者供图
翻译丨杨钧雅
审校丨林佳岱