In a world where a scoop of premium gelato can cost a day’s wage in some countries, Mixue offers the same dopamine hit for pocket change. It’s the IKEA effect applied to dessert: you know it’s not the best, but you feel smart buying it.
– Mixue shops are tiny: 20 to 30 square meters. No seating. No Wi-Fi. No bathroom. You order, you wait 30 seconds, you walk away eating. mixue icecream