The situation of franchising boba tea brand Mixue in Vietnam from Taiwan and its consequences
As of late 2023, Mixue, a well-known brand for ice cream and bubble tea has become the center of attention and controversy. During the previous months, a significant number of franchisees of Mixue in Hanoi, Vietnam, protested openly at the company’s headquarters on Trieu Khuc Street (Hanoi) against the new pricing policy implemented by the parent company in China – the franchisor in this franchise agreement. According to the new policy implemented by Mixue China for its franchisees in Vietnam, [...]