Mixue, the Chinese ice-cream-and-tea chain that has grown into a global heavyweight, slipped into Manhattan in December and almost immediately sparked long lines for its $1.19 vanilla soft-serve. The scarlet storefront near Greeley Square Park has quickly turned into a midtown spectacle, drawing teenagers, tourists, and shoppers even in brutal winter weather. Reactions have been split: some locals praise the price point, while others dismiss the whole scene as chaotic and underwhelming.
Reviewers found the treats basic and the shop chaotic
As reported by The Washington Post, reviewer Ethan Beck called the soft-serve “firm and icy” and knocked the Herald Square interior for its checkered walls, roped-off seating areas, and an endlessly looping jingle. Beck also pointed out that some items were sold out on multiple visits, and that the whole experience seemed powered more by novelty and price than by standout flavor. His review framed Mixue’s U.S. debut as a curiosity tied to sheer scale rather than a clear culinary win.
How Mixue rolled into New York
Grub Street chronicled Mixue’s Christmas Eve push into the city, spotlighting mascot parades and rapid-fire openings in Hell’s Kitchen and Herald Square that brought crowds and frequent sellouts. Reporters on the ground noted heavy foot traffic and a full-blown branded spectacle, with Snow King statues and big red billboards that made Mixue almost impossible to miss. The company has signaled plans for more U.S. locations if that early demand sticks.
Big numbers, low margins
Business coverage has focused on Mixue’s staggering footprint, with tens of thousands of outlets worldwide, and a business model built on tight control of supplies. As outlined by Fortune, Mixue keeps prices low by vertically integrating its supply chain and then selling raw materials and equipment to franchisees, a setup that cuts costs for operators. That mix of scale and supplier control helps explain how the chain can sell treats at prices U.S. competitors rarely match.
First U.S. stores and price shock
The brand’s American rollout started in Hollywood on Dec. 19, 2025, before expanding to New York, according to industry reporting. Fast Casual and coverage in Chinese outlets noted the signature pricing: soft-serve at about $1.19 and lemonades around $1.99, figures that undercut many domestic chains. Those bargain numbers have translated into long lines and, at times, supply hiccups at some of the first U.S. locations.
Can cheap sweets survive Manhattan rents?
Analysts say Mixue’s economics depend heavily on volume and strict supply control, and Fortune detailed the company’s logistics advantages and low cost structure. Local observers caution that Manhattan’s steep rents and labor costs could chip away at those slim margins, a concern that has already surfaced in early city reporting. The looming question is whether that mix of novelty and low prices can turn curious first-timers into steady regulars.
The Herald Square shop, just off Greeley Square Park, has quickly become the place to watch the experiment play out, with local listings showing it drawing steady lines. As The Washington Post and neighborhood guides note, the draw right now is mostly the price and the spectacle, and whether Mixue becomes a true neighborhood staple will hinge on consistency, reliable supply, and how well the brand adapts to U.S. costs.
