Mixue Indonesia is pairing consumer events with franchise-partner support as it builds its network in the country. A feature distributed by ANTARA and PRNewswire on 6 November 2026 describes the brand’s Matcha Booyah Series collaboration with Free Fire and gives two franchise owners’ accounts of working with the brand.

Key facts

• The Matcha Booyah Series ran on 17 and 18 October 2026 at Gandaria City Mall in South Jakarta.
• It combined a Free Fire tournament, live performances, cosplay and matcha-themed activities.
• Two Mixue Indonesia franchise owners describe brand recognition, supply and central-team support as key to their operations.

Mixue Indonesia and Free Fire: the Matcha Booyah Series

The event brought gaming fans, music audiences, cosplayers and matcha drinkers into one venue. Performers included Anggis Devaki and the girl group Lemon, and the brand’s mascot, Snow King, met visitors. The feature presents the event as an example of Mixue Indonesia exploring ways to reach consumers beyond its everyday menu, with matcha used as the common theme.

What Mixue Indonesia franchise owners say

The feature quotes two partners. Mr Anggi, who has worked with Mixue for four years, currently manages eight outlets and is developing three more. He lists strong public interest in the brand, reliable ingredient availability, responsive supervisors and promotional help as important to running his outlets.

Support structure cited by partners

Ms Evi points to brand recognition, a structured operating system, product innovation and central-team support, and says these are reasons she is continuing to develop additional outlets. The feature itself concludes that a franchise involves more than a recognisable brand: consistent supply, practical operational support and ongoing product innovation matter too.

• Brand pull: consumer awareness that brings traffic to new outlets.
• Supply: dependable ingredient availability.
• Support: supervisors, promotional assistance and a central team.

Consistent product supply, practical operational support, and ongoing product innovation also matter.

What it means for Southeast Asia franchise investors

The material is a sponsored feature, so its franchisee accounts are selected by the brand, and it gives no outlet totals or financial results for the network. What it does show is the operating model partners emphasise: multi-outlet owners who keep adding units and rely on central supply and supervision. Investors comparing beverage concepts in the region can read VF’s guides to bubble tea franchise opportunities in Southeast Asia and bubble tea, juice and dessert franchises across Asia Pacific and MENA, and the market notes in Franchising in Indonesia: entry routes and registration.

Source: ANTARA News — From Consumer Enthusiasm to Franchisee Confidence: How Is Mixue Indonesia Expanding Its Reach?