Mixue, Chinese fast food giant, will soon open its first store in Brazil, at Shopping Cidade São Paulo, in the state capital. The debut marks the beginning of a more aggressive business expansion strategy in the country.

With its entry into Brazil, the company will purchase at least US$555 million in coffee beans and other agricultural products from the country over the next three to five years, according to Securities. In addition to stores, Mixue will build a supply factory.

It was competitive prices, coupled with a colorful pop aesthetic tailored to Generation Z, that made the brand stand out. For Roberto Kanter, professor of MBAs at FGV and director of Canal Vertical, the company's arrival will be relatively easy in Brazil, which already has a tradition of franchising. And Mixue may gain further traction with access to Brazilian raw materials.

(Source: O Globo, on September 14)