Mixue Indonesia hosted a Free Fire gaming and entertainment event in Jakarta on October 17–18, 2026, as its local franchise partners continue to develop outlets.

Key Takeaways

  • The Matcha Booyah Series combined a gaming tournament with live performances, cosplay and matcha-themed activities.
  • One franchise owner manages eight Mixue outlets and is developing three more.

Mixue Indonesia event brings gaming and music together

The event took place at Gandaria City Mall in South Jakarta and featured a Free Fire tournament, appearances by singer Anggis Devaki and girl group Lemon, and cosplay activities. Mixue’s Snow King mascot also met visitors.

The collaboration gave the brand a way to reach gaming, music and cosplay audiences beyond its everyday product offerings.

Franchise partners develop more outlets

Mixue said two Indonesian franchise owners, Anggi and Evi, have each partnered with the company for four years. Anggi manages eight outlets and is developing three more; those additional outlets are not yet described as open.

Anggi cited ingredient availability, supervisor support and promotional assistance among the factors that help him run his outlets. Evi pointed to brand recognition, operating systems, product innovation and support from the central team as reasons for continuing the partnership and developing additional outlets.

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