Chagee and Mixue have both carved out strong positions in Southeast Asia, each appealing to different consumer preferences. Chagee’s emphasis on fresh tea leaves and health-conscious choices aligns well with the growing demand for healthier beverage options, especially in markets like Singapore and Malaysia, where government initiatives promote better dietary habits. This strategy gives Chagee a unique edge as health awareness continues to rise.


On the other hand, Mixue’s affordability and consistent pricing model have made it a dominant force, particularly in Indonesia and the Philippines. Its ability to scale rapidly while maintaining low prices has fueled its expansion, making it a go-to choice for budget-conscious consumers in hot climates.


Both brands have strong potential, but will Mixue’s aggressive expansion continue to outpace Chagee’s health-driven appeal? Or will Chagee’s premium positioning win over the region?