Bingxue, a Chinese chain of tea drinks and ice cream, has launched its latest Kiwi Series in Malaysia to differentiate its offerings. The Kiwi series comprises Kiwi Smoothies with ice cream, Ice Kiwi and Kiwi Passion Fruit, with a starting price of RM 5.
Bingxue, which first entered Malaysia in 2023, is actively looking to expand the number of outlets in Malaysia beyond the current store network of around 70+. It is a race against time as competitors such as Mixue, Ai-Cha, and Wedrink are carving the same market targeting consumers looking for affordable treats. The latest information indicates that Indonesia-based Ai-Cha, which entered Malaysia in early 2024, has around 70+ stores, and Wedrink, a later-comer, has around 20+ stores.
