Mixue beat them to Singapore by 2 yrs. BingXue still built a 12-outlet chain anyway. (opens in new tab)

Being second to market doesn’t mean being too late In Sept 2021, in the middle of a global pandemic, James Leong and Joyce Lim packed up their lives in Singapore and moved their young family, including their three-year-old child, to Shanghai. James had been promoted into an APAC regional role at his chemical raw materials […]