At an upscale shopping centre on São Paulo’s Paulista Avenue last month, dozens of customers queued up for a new Chinese brand offering ice cream for less than a dollar.
The store is the first in Brazil for Mixue, a food and beverage chain that remains little-known outside China but has more stores globally than McDonald’s. With 60,000 outlets — mostly in the mainland — its bubble and milk tea is now available in cities from New York to Singapore.
“I think it will take off in Brazil,” said Jhonny Michel, a 37-year-old businessman carrying three bags full of lemonades, a sundae and toy souvenirs that cost a total of R$84 ($17). “The prices are fair.”
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