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The worlds biggest fast-food chain by locations isnt Starbucks, KFC, or even McDonalds. Its Mixue Ice Cream and Tea. The Chinese quick service restaurant chain currently has about 45,000 storefronts across Asia and Australia, according to the research firm Technomic. Thats about 2,000 more than McDonalds’ global store count and 5,000 more than Starbuckss. But the boba tea purveyor really picked up broad attention when it debuted on the Hong Kong Stock Exchange on Mondayand raised an IPO of $400 million. Shares surged by around 43% before by the end of the day, bringing the companys total valuation to $10 billion. (Storefronts aside, McDonald’s’s market cap is over 20 times that size at almost $223 billion, and Starbucks’s market cap is over 10 times at $129 billion.) Mixue was founded almost three decades ago in 1997. But for many Americans, its massive stock market debut might be the first theyre hearing of the company. Heres what to know about the beloved chain. Whats on the menu? As the name suggests, Mixue specializes in ice cream and bubble tea, offering a curated selection of sundaes, ice cream cones, smoothies, milk tea, and fruit tea. Popular options include treats like the super boba sundae (vanilla ice cream, sweet caramel or brown sugar syrup, and boba topping), brown sugar bubble tea, and lemon black tea. Why is Mixue so popular, and what sets it apart from U.S. chains? The main driver of Mixues popularity is its competitively low prices. Drinks and ice cream typically range between six and 10 Chinese yuan, which converts to around 83 and $1.40, respectively. Even in Chinas highly saturated bubble tea market, those kinds of numbers stand out. In an interview with the Wall Street Journal, Ernan Cui, a Beijing-based analyst for research firm Gavekal Dragonomics, noted that Mixues low prices have helped attract customers during an economic downturn: People are chasing more cost-efficient products, she said. Another key element of Mixues success is its expansion strategy. Several analysts have noted that Mixues tend to be relatively small by square footage but located in areas of high foot traffic, like near a university campus or squeezed between other popular shops. As the chain grows, this helps give the company a sense of ubiquity and build brand trust among repeated customers. Both Starbucks and McDonalds have tried their hands at incorporating a more trendy menu that somewhat reflects Mixues strategy. Starbucks launched boba offerings in the summer of 2024. McDonalds launched spin-off snack and bev concept store CosMcs in December 2023. But aside from featuring significantly lower prices than either Starbucks or CosMcs (a grande Starbucks boba cost around $7, while most of CosMc’s beverages land around the $5 range), Mixue stands out due to the relative brevity of its menu. Despite continuously expanding its locations, the company has kept its selection limited to the beverage and ice cream space, steering clear of any actual food for the time being. What about the branding and mascot? Mixue has gotten its branding down to a science. It centers around three main elements: sound, color, and character. To start, the chain has found a way to live rent-free in the minds of its regulars by blasting its signature jingle on a loop in many of its stores. The earworm is set to the tune of Oh! Susannah with lyrics that translate to, I love you. You love me. Mixue Ice Cream and Tea. While this strategy has created a sort of Pavlovian effect in customers, its unsurprisingly less pleasant for workers. I worked in Mixue for two months and this song is killing me, one former employee wrote under a lyric video of the tune. If I hear this song one more time Im going to die, this song is haunting me everywhere, another commenter wrote. The Mixue branding stands out in storefronts and on socials with its simple, bright red-and-white color palette and bubbly font. Perhaps most recognizable, though, is the brands mascot: A somewhat confounding snowman-slash-superhero figure named Snow King. He’s pleasantly round, wears a red cape, and holds an ice cream cone on a stick like a scepter. Both Snow King and the brand jingle debuted around 2018, and the mascot has since become integral to the brands image and social media channels. Across Mixues various local accounts, Snow King can be seen in a mascot suit interacting with members of the public and participating in various trendssort of like the Duolingo bird, but for bubble tea.
Category:
E-Commerce
CEOs who rushed to support Donald Trump after the election may have awoken this morning to the painful realization that they made a mistake. Its not just that business leaders were wrong to assume President Trump would never follow through on his threats to impose stiff tariffs on Canada and Mexico. They misjudged the man and the moment, failing to learn lessons from both politics and business. Now, clear-eyed CEOs should break from the herd mentality, steer clear of Trumps orbit, and plan for the likelihood that the pendulum will swing back to the center. Every day theres more evidence that the business communitys stampede to Trump was a miscalculation. Think of it as a Trump bubble, where enthusiasm overshot reality and undervalued risk. When the bubble bursts it will seem obvious that publicly aligning with a divisive, mercurial president was bad politics and bad business. Heres what many in the business community got wrong about Trump. Loyalty only goes one way Americas allies have learned this the hard wayjust ask Ukraineand business leaders should catch up. Its true that Trump is transactional. He has a history punishing corporate critics while shifting policy to reward financial backers. Former advisors say he is easily manipulated by flattery. But Trump is a fickle friend. Look at Mark Zuckerberg. After the election, the Meta CEO shut down fact checking on Facebook, allowed attacks against trans people and immigrants, and paid $25 million to settle a Trump lawsuit for suspending his account after the January 6 insurrection. But according to the tech journalist Casey Newton, Meta’s concessions to the right may have backfired. By bowing to Trump and giving credence to conservatives complaints about online censorship, Zuckerberg didnt quiet his criticshe emboldened them. Now Trumps Federal Trade Commission is launching a new probe of Facebooks content moderation policies. Voluntarily giving the bully your lunch money rarely works out. Trump is not as strong as he claims and is getting weaker every day Its true that Teflon Don defied political gravity by rebounding from his 2020 loss and still manages to shake off scandals that would sink most other politicians. But that doesnt make him invincible. Trump wildly exaggerated the size of his victory. While he started this term in a stronger position than he did in 2017, hes still the least popular new president in modern history and his chaotic first weeks have damaged his standing further. Approval of Trumps handling of the economy, long his strong suit, is rapidly declining. Consumer confidence is dropping and inflation fears are rising. Things are likely to get worse for Trump, not better. Public opinion usually shifts away from the presidents party over time. And Republicans preparing to slash funding for health care to pay for big tax cuts for the wealthy are repeating the same playbook that cratered Trumps approval ratings in his first term and led to Democratic victories in the midterms. Business leaders fawning over Trump may hope theyre hitching a ride on a shooting star, but its more likely theyve tied themselves to a sinking stone. CEOs are underestimating the risks that come with cozying up to such a polarizing figure You can look at the politics, as Republicans face angry town hall meetings and sinking poll numbers. But you can also look at the bottom lineand not just the costly tariffs that are likely to snarl supply chains and reignite inflation. Dumping diversity goals and retreating from sustainability targets may win points with MAGA critics in the short term, but research and experience both suggest it will be bad for business and the wider economy in the long term. Remember that companies did not embrace environmentally and socially responsible practices because of altruism, they did it because diverse talent leads to better outcomes, energy efficiency saves money, and because employees, customers, and investors demanded it. College-educated corporate workers and blue state consumers havent disappeared. Were already seeing some consumers start to vote with their feet. After Target joined the crowd abandoning diversity, equity, and inclusion (DEI) commitments, one study found foot traffic dropped nearly 10%. By contrast, it went up for Costco, which stood firm. Global companies face additional risks. They should expect cross-pressure from other governments and consumers around the world as Trump alienates allies and abandons shared concerns like promoting clean energy and AI safety. The same choices that help a CEO score a dinner invite to Mar-a-Lago may spur investigations in Brussels and boycotts in Toronto. Tesla sales are plummeting in Europe thanks in part to backlash against Trumps right-hand man Elon Musk. There’s business value in stability And even if you love tax cuts, they wont be worth much if the federal government is shattered and the rule of law is shredded. A healthy democracy, stable trading relationships, and a liveable planet are necessary for a thriving economy. This is starting to dawn on investors, who are warning of a Trump slump. The stock market has struggled since Inauguration Day. Even before the latest tariffs caused panic, the Wall Street Journal reported that for CEOs and bankers, the Trump euphoria Is fading fast. The Financial Times asked, Is corporate America already souring on Trump? Trump may cave to market pressure and roll back his new tariffs, but theres surely more chaos and uncertainty to come. He will have good daystodays State of the Union could provide onebut his honeymoon is ending faster than many expected. Looking ahead, business leaders should try to avoid controversy but be prepared for it to find them anyway. Smart CEOs are consistent in their long-term vision and arent swayed by passing political winds. You dont need to pick fights with a vindictive administration, but leaders arent afraid to tell the truth. Look at Ford CEO Jim Farley warning about the costs of Trumps trade policies, Patagonia CEO Ryan Gellert highlighting the cost of selling off Americas public lands, and Coca-Cola continuing to make the business case for diversity. As hard as this moment is, theres an opportunity waiting for those brave enough to seize it. Over the next four years, many consumers and talented workersand some investors, toowill be looking for businesses that refuse to be complicit in cruel and potentially illegal policies. If youre not going to stand up for whats right, at least dont bend the knee to whats wrong.
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E-Commerce
The war in Gaza has come with an awful cost. Tens of thousands of Palestinian civilians have been killed, and thousands more are missing. And while a temporary ceasefire has allowed for increased aid delivery, easing the plight of those facing disease and hunger, experts predict malnutrition and health issues to persist for months or even years. Much of the territorys infrastructureits schools, hospitals, and homeshas been damaged or destroyed. And yet, the tremendous human and societal loss has been augmented by a lesser reported but potentially catastrophic consequence: environmental devastation. In June 2024, the United Nations Environment Programme conducted an environmental impact assessment to evaluate the damage resulting from Israeli military actions in Gaza. It found unprecedented levels of destruction from the intensive bombing campaign, along with the complete collapse of water and solid waste systems, and widespread contamination of the soil, water, and air. And that was before another six months of bombing caused further damage to Gaza. As a scholar of environmental justice, I have thought carefully about the impact that a lack of clean water, access to sanitation facilities, and the absence of basic infrastructure can have on a community, particularly vulnerable and marginalized populations. The current pause in fighting is providing respite for the 2.2 million people in Gaza who have endured more than a year of war. It also provides an opportunity to evaluate the environmental damage to the densely populated enclave in three crucial areas: the water, sanitation and hygiene sector, or WASH; air quality; and waste management. Here is what we know so far: WASH sector According to an interim damage assessment released by the World Bank, U.N., and EU in March 2024, an estimated US$502.7 million of damage was inflicted on the WASH sector in Gaza in the initial months of bombing, including damage to approximately 57% of the water infrastructure. The United Nations reported that water desalination plants in Gaza, 162 water wells, and two of the three water connections with Israels national water provider had been severely damaged. As a result, the amount of available water in Gaza was at that point reduced to roughly 28 liters per person per daybelow the World Health Organization emergency daily minimum of 15 liters and far below its standard recommendation of 50100 liters per day. In November 2024, meanwhile, the charity Oxfam reported that all five wastewater treatment plants in Gaza had been forced to shut down, along with the majority of its 65 wastewater pumping stations. This resulted in ongoing discharges of raw, untreated sewage into the environment. As of June 2024, an estimated 15.8 million gallons of wastewater has been discharged into the environment in and around Gaza, according to the U.N. environmental report. Meanwhile, sanitation facilities for Palestinians in Gaza are practically nonexistent. Reporting from U.N. Women states that people in Gaza routinely walk long distances and then wait for hours just to use a toilet, and due to the lack of water, these toilets cannot be flushed or cleaned. Smoke and clouds of dust rise after an Israeli attack in Gaza City on Jan. 5, 2025. [Photo: Khalil Ramzi Alkahlut/Anadolu/Getty Images] Air quality The air quality in Gaza has been drastically impacted by this war. NASA satellite imagery from the first few months of the war found that approximately 165 fires were recorded in Gaza from October 2023 to January 2024. With a shortage of electricity, residents have been forced to burn various materials, including plastics and household waste, for cooking and heating. And this has contributed to a dangerous decline in air quality. Meanwhile, large amounts of dust, debris, and chemical releases have been produced from explosions and the destruction of infrastructure, leading to significant air pollution. In February 2024, the U.N. Mine Action Service estimated that, in the first few months of the war alone, more than 25,000 tons of explosives had been used, equivalent to two nuclear bombs. Waste management In the first six months of bombardment, more than 39 million tons of debris were generated, much of it likely to contain harmful contaminants, including asbestos, residue from explosives, and toxic medical waste. Human remains are also mixed in with this debris, with estimates that over 10,000 bodies remain under the rubble. Moreover, the three ain landfills in the Gaza Strip have been closed and are unable to receive waste or conflict-related debris. Substantial damage has been done to five out of six solid waste management facilities, and solid waste continues to accumulate at camps and shelters, with an estimate of 1,100 to 1,200 tons being generated daily. The charge of ecocide With such environmental destruction, claims of ecocide have been made against the Israeli government by international rights groups. Although not presently incorporated into the framework of international law, there have been recent efforts for ecocide to be added as a crime under the Rome Statute, the treaty that established the International Criminal Court. Indeed, a panel of experts in 2021 proposed a working definition of ecocide as unlawful or wanton acts committed with knowledge that there is a substantial likelihood of severe and either widespread or long-term damage to the environment caused by those acts. To date, 15 countries have criminalized ecocide, and Ukraine is investigating Russia for ecocide for its destruction of the Kakhovka Dam in 2023. Various organizations, including the Al Mezan Center for Human Rights, the University of California Global Health Institute, and the Womens International League for Peace and Freedom, have stated that the level of environmental devastation in Gaza reaches the proposed legal definition of ecocide. Although the Israeli government has not responded to these accusations, it has consistently stated that it has a right to defend itself and that it seeks to protect civilians as it conducts its military operations. Health impacts of environmental harm Regardless of whether the charge of ecocide applies to Israels bombardment of Gaza, the environmental impact, the spread of disease, and other harmful health impairments will be felt for years to come. The United Nations Relief and Works Agency reported an increase in hepatitis A in the enclave, from 85 cases before the current war to 107,000 cases in October 2024. The WHO has reported 500,000 cases of diarrhea and 100,000 cases of lice and scabies, along with the reemergence of polio. The lack of adequate WASH facilities has also disproportionately affected women and girls by interfering with basic menstrual hygiene, harming their mental and physical health. Meanwhile, the increased presence of dangerous air pollutants has led to increases in respiratory issues, including nearly one million acute respiratory illnesses. Presently, the most common respiratory ailments in Gaza are asthma, chronic obstructive pulmonary disease, bronchitis, pneumonia, and lung cancer. Next steps As a licensed environmental engineer, I have never seen the scale of environmental destruction that has occurred in Gaza. While the situation is unprecedented, there are concrete steps that the international community can take to help Gazas environment recover. The three-stage ceasefire agreement between Israel and Hamas, which went into effect on January 19, 2025, is a promising first step. This agreement has allowed some Israeli hostages to be released and Palestinian detainees to return to their homes. It also allows for more humanitarian aid to enter Gaza to deal with the current food crisis and health emergency. Nevertheless, there are significant challenges ahead for the people of Gaza. First, the ceasefire agreement will need to holdand already there are signs of difficulty in implementing the agreement in full. Should fighting resume, that will close or delay the opportunity for engineers and surveyors to perform detailed, comprehensive field assessments. Meanwhile, the need for a post-conflict plan for Gaza has never been starker. Recovering from Gazas environmental devastation will require Israel and neighboring countries, as well as influential world powers such as the United States and the European Union, to work together to rebuild critical infrastructure, such as water and wastewater treatment plants and solid waste infrastructure. Moreover, to succeed, any long-term plan for the reconstruction of Gaza will need to prioritize the needs and perspectives of Palestinians themselves. Lesley Joseph is a research assistant professor of environmental engineering at the University of South Carolina. This article is republished from The Conversation under a Creative Commons license. Read the original article.
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E-Commerce
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