Can China’s budget brands crack developed markets? Mixue shows it won’t be easy

Three months after moving from China to Japan, Alisa Lin has yet to buy a single drink from Mixue – the Chinese ice cream and tea giant – despite being a frequent customer back home, where a cup costs under five yuan (73 US cents) during promotions. “It’s not a very popular brand here. Only one of my friends in Japan has ever bought it,” Lin said, adding that value for money was the main consideration behind her own consumer choices in Tokyo. While Mixue’s basic teas are cheap, a plain bubble...