Mixue is pulling back on its expansion in Brazil, according to UOL Economia, even though the Chinese ice cream and bubble tea chain now operates more stores worldwide than McDonald's. The report, published Saturday, describes the company slowing the pace of its growth in the Brazilian market.
UOL Economia frames the move as a brake on expansion rather than a retreat. The outlet's headline pairs the two facts directly: Mixue has grown its global footprint past McDonald's in store numbers, yet it is now easing off in Brazil.
The store-count comparison is a notable marker for a brand that built its scale on small-format outlets and low-priced drinks and soft-serve. Surpassing McDonald's on total locations would place Mixue among the largest food retail networks in the world by that measure, per UOL Economia's reporting.
Brazil has been a target market for the chain as part of its wider international push. The decision to slow down there suggests the company is reassessing how quickly it wants to add locations in the country, though UOL Economia's report does not detail the reasons behind the change.
What to watch next: whether Mixue resumes its Brazilian rollout or extends the slowdown to other markets outside China.
