Mixue

China

Mixue is a Chinese bubble tea brand that offers a variety of ice cream and tea products, known for its quality ingredients and innovative flavors. The company has expanded rapidly, establishing a strong presence in several countries.

CCI Score

-42.22

0.02% April 18

Latest Event

Mixue’s Role in Boosting China’s Soft Power in Southeast Asia

The article discusses how Mixue, along with other Chinese food and beverage brands, is being utilized as a tool to improve China’s image and boost its soft power in Southeast Asia. This use of commercial branding aligns with state-led public relations efforts intended to counteract negative perceptions of China’s governance.

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TOADIE

Mixue is currently rated as a Toadie.

-30 to -44 CCI Score

Companies scoring in this range actively seek to please authoritarian regimes. They offer proactive support and assistance in exchange for preferential treatment, compromising ethical standards for business gains and political favor.

Latest Events

AUG

10

2023

Mixue’s Role in Boosting China’s Soft Power in Southeast Asia
-42.22

The article discusses how Mixue, along with other Chinese food and beverage brands, is being utilized as a tool to improve China’s image and boost its soft power in Southeast Asia. This use of commercial branding aligns with state-led public relations efforts intended to counteract negative perceptions of China’s governance.
-50

Public and Political Behavior

April 3

Mixue's portrayal as part of a broader strategy to enhance China's soft power through its popular brand image supports an authoritarian narrative by smoothing over criticisms and bolstering state propaganda. This activity falls under Public and Political Behavior, as it indirectly aids in legitimizing a regime with authoritarian practices.

Mixue, ChaGee, Luckin: F&B brands boosting China's soft power in Southeast Asia?