Mixue Surpasses 2,400 Outlets in Indonesia, Engages Communities Through Free Fire

Mixue Indonesia has more than 2,400 outlets operated with the support of franchise partners across the country. As it develops this network, the company is broadening its engagement with consumers through a collaboration with Free Fire, hosting the Matcha Booyah Series on 17–18 October 2026 at Gandaria City Mall in South Jakarta.

Bringing Together Gaming, Music and Matcha Communities

According to a Media Indonesia report published on 27 October 2026, the Matcha Booyah Series brought together gaming, music and cosplay communities, alongside matcha enthusiasts. The event offered Mixue a way to reach consumers through activities linked to their interests, beyond the experience of buying products in its outlets.

The programme included a Free Fire tournament, performances by singer Anggis Devaki and female music group Lemon, and appearances by cosplayers. Mixue’s mascot, Snow King, also interacted with visitors throughout the event.

The matcha theme ran through a range of interactive activities. This approach allowed visitors to discover products in a setting that combined entertainment with community gatherings. Rather than simply showcasing a drinks brand, the collaboration also provided a space for consumers with different interests to interact.

For those in the franchise sector, the event illustrates marketing support at brand level. Activities outside outlets complement the physical network already established across Indonesia. However, the report did not detail the event’s impact on sales or outlet visits, so no conclusions can yet be drawn about the collaboration’s commercial results.

Indonesia’s Network Is Supported by Local Partners

The figure of more than 2,400 outlets illustrates the scale of Mixue’s presence in Indonesia. The network involves franchise partners who run operations across different regions, linking the brand’s development with the businesses of local operators.

Globally, Mixue Group reported operating 63,987 outlets across 17 countries as at 30 June 2026. This global figure has a specific reporting date and should be distinguished from the Indonesian outlet count cited in the October report. Both illustrate the network’s scale, rather than measuring growth over the same period.

According to the 2026 Interim Financial Report cited by Media Indonesia, Mixue’s support for partners covers site selection, training and outlet operations management. This support forms part of the partnership model the company uses to expand its network.

Mixue’s development is therefore about more than adding points of sale. Its support system forms part of the relationship between the brand owner and outlet operators. In Indonesia, the experiences of two partners featured in the report offer an insight into how that support works day to day.

Partners’ Experiences of Running Multiple Outlets

Anggi, who has been a Mixue partner for four years, currently manages eight outlets and is developing three more. In Anggi’s experience, public enthusiasm for Mixue products is one factor supporting the business.

Anggi also highlighted the availability of ingredients, supervisors’ responsiveness and promotional support as factors that help operations run smoothly. These comments illustrate the types of support one partner experiences directly when running several outlets.

Another partner, Evi, has also worked with Mixue for four years. Evi regards brand strength, a structured operating system, product innovation and support from the central team as important elements of running the franchise business. This experience has also encouraged Evi to continue the partnership and develop additional outlets.

Anggi’s and Evi’s experiences are individual examples, not a measure of results across all partners. The report did not provide investment figures, outlet profits or payback periods for either partner. The number of outlets they manage therefore cannot, on its own, be used to draw conclusions about the profitability of a Mixue franchise in general.

Brand Promotion Goes Hand in Hand with Standardisation

Alongside partner support and consumer activities, Mixue uses technology to support product standardisation. As at 30 June 2026, the company had introduced automated drink-measuring machines in more than 18,000 outlets across its global network.

The technology is intended to improve operational efficiency, maintain product consistency and reduce food safety risks. The rollout figure is global; the report did not specify how many outlets in Indonesia had adopted the machines.

The Free Fire collaboration and operational support illustrate two aspects of network development: building relationships with consumers and helping partners maintain service standards. Community events create opportunities for interaction, while training, ongoing support and standardisation relate to the day-to-day running of outlets.

The practical lesson for prospective franchisees is to assess an opportunity on more than brand popularity or the crowds attracted by promotional events. Examine operational support, site readiness and the financial projections for each outlet before making a decision.