KUCHING: The arrival of renowned Chinese beverage brand Mixue has marked a new chapter in Kuching’s economic and cultural landscape with the launch of its first outlet in Sarawak on Thursday.

Kuching South City Council (MBKS) Mayor, Dato Sri Wee Hong Seng, described the opening as not just an addition to local beverage choices, but also a meaningful opportunity to boost the local economy and reinforce bilateral relations between Malaysia and China.

“Kuching has a strategic geographical position with complete infrastructure and is working towards becoming a regional hub for investment and logistics.

If Mixue Group establishes a supply chain base here, it would not only strengthen its Southeast Asian market expansion but also spur growth for local industries,” he said during the opening ceremony at Farley, Kuching.

Dato Sri Wee also highlighted the importance of continuing the warm ties between Kuching and Zhengzhou City in China through projects and investments like Mixue’s presence in Sarawak.

“The friendship between Kuching and Zhengzhou, between Sarawak and Henan, will be further strengthened through initiatives like this.

We are confident that more companies, talents, and cultural exchanges will take place, bringing mutual benefits for shared growth,” he added.

Meanwhile, the Consul General of the People’s Republic of China in Kuching, Xing Weiping, said the launch symbolised the strong cooperation under the China-Malaysia Comprehensive Strategic Partnership.

“Mixue is not only bringing ‘sweet drinks’, but also serving as an ‘emotional bridge’ connecting the cultures of China and Malaysia,” he said.

Xing added that choosing Kuching as Mixue’s first location in East Malaysia reflects international confidence in Sarawak’s market potential, aligning with Kuching’s long-standing role as a key node in the Maritime Silk Road.

Founded in Henan in 1997, Mixue has grown over two decades into an international brand with outlets in multiple countries and regions, becoming a “symbol of joy” especially among youth worldwide.

The Kuching outlet represents a strategic step in Mixue’s expansion into the Southeast Asian market. -UKASnews