A new Mixue Bingcheng outlet has opened on Thirty-Second Street in Koreatown, marking only the second location for the Chinese ice cream and tea franchise in New York City.

Mixue Bingcheng, which originated in China, has recently become the world’s largest food-service chain by number of outlets, surpassing global brands such as McDonald’s and Starbucks.

The brand’s rapid expansion has drawn attention not only for its scale, but for its strict focus on affordability as its core identity.

While many bubble tea brands in the United States charge between five and seven dollars for a single drink, Mixue operates on a value-first pricing model.

At its New York locations, ice cream is priced at one dollar and nineteen cents, bubble tea at three dollars and ninety-nine cents, and fresh lemonade at two dollars.

The company’s low prices are driven by a vertically integrated business model.

Mixue owns and operates its own factories, warehouses, and logistics systems, rather than relying on third-party suppliers.

In addition, much of the company’s revenue comes from selling raw materials, including syrups, powders, packaging, and even straws, directly to its more than fifty thousand franchisees worldwide, rather than relying solely on a percentage of retail sales.

This approach has positioned Mixue as a highly competitive player in dense urban markets, where price sensitivity remains strong.

The brand’s expansion reflects a broader trend toward affordability in food and beverage consumption, particularly in major cities such as New York, Los Angeles, and Chicago, where consumers are increasingly drawn to lower-cost options without sacrificing accessibility.