Mixue Draws Crowds in Herald Square with $1 Soft-Serve

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Mixue, a Chinese ice cream and tea chain, has opened its first U.S. location in Manhattan's Herald Square, offering $1.19 soft-serve cones that have drawn large crowds. While some locals praise the affordable prices, others have criticized the quality and chaotic atmosphere of the new shop. The company's rapid expansion and vertically integrated business model have enabled the low pricing, but analysts question whether Mixue can maintain profitability in the face of New York's high rents and labor costs.

Why it matters

Mixue's entry into the U.S. market represents a test of whether a foreign brand can disrupt the domestic ice cream industry with an ultra-low-price strategy. The brand's success or failure in New York could determine the trajectory of its planned nationwide expansion.

The details

Mixue opened its first U.S. location in Herald Square in December 2025, quickly attracting long lines for its $1.19 vanilla soft-serve cones. The store features a bright red exterior, roped-off seating areas, and an endless looping jingle, creating a chaotic atmosphere. Some reviewers have criticized the quality of the ice cream, describing it as 'firm and icy,' while others have praised the affordability. Mixue's business model, which relies on vertical integration and tight control of its supply chain, allows it to undercut U.S. competitors on price, but analysts warn that New York's high costs could erode the brand's slim profit margins.

• Mixue opened its first U.S. location in Herald Square in December 2025.
• The brand made its initial U.S. debut in Hollywood on December 19, 2025, before expanding to New York.

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