On April 11th, local time, the sweltering heat did not dampen the enthusiasm of São Paulo residents. Long queues had already formed early outside the store on the third floor of the city's shopping mall. That day, Mixue Ice Cream & Tea—a Chinese brand known for its freshly made beverages—officially opened its first store in Brazil.

From forging local strategic partnerships to opening its first store, Mixue has expanded from China to Southeast Asia and now into South America, taking its affordable sweet drinks to more consumers worldwide.

On May 12th, 2025, Mixue signed a memorandum of understanding with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), under which it plans to purchase at least 4 billion yuan worth of goods in Brazil over the next three to five years. The purchase will include local agricultural products such as coffee beans and fruits, and the company also plans to develop a localized supply chain in Brazil.

On opening day, consumers took photos and posted them on social media, sharing their limited-edition products and fun moments with the brand's mascot, Snow King. According to the in-store menu, the store offered around 20 products, including its iconic soft-serve ice cream priced at 3 reais (about 4 yuan) and iced fresh lemonade at 6 reais (about 7.8 yuan), making them highly competitive in the local freshly made beverage market.

In recent years, new Chinese consumer brands have gained popularity in the Latin American market. MINISO opened 37 stores in Brazil within its first year of operation, and POP MART's trendy toys are also very popular among local young people. With clear business strategies, high-quality and cost-effective products, and localized operations, these Chinese brands are reshaping how Latin American consumers perceive Chinese products.

蜜雪冰城南美首店在巴西开业

当地时间4月11日，炎热的天气没有挡住圣保罗市民的热情。城市购物中心三楼的走廊里，早早排起了长队。当天，中国现制饮品品牌“蜜雪冰城”巴西首店正式开业。

从与当地达成战略合作到首家门店开业，从中国到东南亚，再到美洲，蜜雪冰城正带着来自中国的甜蜜走向全球。

早在2025年5月12日，蜜雪冰城便与巴西出口投资促进局签署《谅解备忘录》，计划未来3-5年在巴西采购总价值不低于40亿元人民币的物资，包括咖啡豆、水果等当地优势农产品，并计划启动本土化供应链建设。

开业当天，消费者自发拍摄打卡照片上传至社交平台，分享手中的限定产品和与雪王的趣味互动瞬间。现场菜单显示，门店共推出约20款产品，其中标志性的新鲜冰淇淋售价3雷亚尔（约4元人民币），冰鲜柠檬水售价6雷亚尔（约7.8元人民币），在当地现制饮品市场中颇具竞争力。

近年来，中国新消费品牌在拉美市场悄然走红。名创优品在巴西运营第一年就开设了37家门店，泡泡玛特的潮玩产品也深受当地年轻人喜爱。这些中国品牌凭借清晰的商业策略、高性价比的产品和本土化的运营，正在重塑拉美消费者对中国产品的认知。

文｜记者 廖梦君
图｜受访者供图
翻译｜黄健新
审校｜郑奕玲