Core Viewpoint - Western Securities upgraded the rating of Mixue Group (02097) to "Buy," anticipating that the company's overseas market expansion will exceed expectations and that Lucky Coffee's rapid store openings will leverage scale advantages [1] Group 1: Overseas Market Expansion - Mixue is accelerating its overseas expansion, with store performance exceeding expectations. In December 2025, Mixue opened three stores in the U.S., entering key cities like Los Angeles and New York [1] - The U.S. stores feature additional high-sweetness options and plant-based milk, catering to local dietary preferences and enhancing repurchase rates. Prices for main products are controlled between $1.99 and $3.99, with a maximum of $5 [1] - Increased marketing efforts are being made to strengthen brand recognition, including advertising in core business districts and enhanced social media exposure [1] Group 2: International Recognition and Franchise Opportunities - Successful expansion in the U.S. market will help Mixue solidify its international recognition and facilitate expansion into other countries. In mid-November 2025, Mixue will open a dedicated overseas franchise channel for 16 countries and regions [2] - Southeast Asia is identified as a key area for store openings, with Vietnam showing strong demand for cold beverages and significant potential for brand chain development. The total cost for a franchise store in Vietnam is approximately 10 billion VND, equivalent to 265,000 RMB [2] - Other potential markets include Japan, South Korea, Australia, and South America. In May 2025, Mixue signed a procurement order for 4 billion coffee beans with Brazil, with plans to start building a supply chain factory [2] Group 3: Lucky Coffee's Growth - Lucky Coffee has surpassed 10,000 stores as of December 2025 and has announced flagship store franchise standards, targeting core business districts in first-tier or provincial capital cities [3] - The flagship stores will offer a variety of products, including regular and specialty drinks, ice cream, desserts, and brand-related items, with store sizes exceeding 100 square meters to create a large store image [3] - The second growth curve for Lucky Coffee continues to gain momentum [3]