SINGAPORE: Chinese dessert chain Mixue, known for its affordable sweet treats in Singapore, is increasing the price of its popular Signature KingCone.
Starting Monday, 25 November, the cone’s price will rise from S$1 to S$1.50, marking a 50% increase.
The price adjustment was revealed in a notice posted at a Mixue outlet, with a photo of the announcement shared on the Complaint Singapore Facebook group.
Written in both English and Chinese, the notice attributed the price hike to “rising costs of raw materials” while highlighting the company’s commitment to maintaining high-quality ingredients and customer expectations.
“This change was due to the rising cost of raw materials, allowing us to continue using high-quality ingredients, and to our commitment to maintaining the high standards you expect from us,” the notice explained.
To ease customers into the transition period, Mixue is offering 1,000 vouchers at each store.
These are intended to thank customers for their support and will be distributed on a first-come, first-served basis while stocks last.
However, no additional details about the voucher giveaway, such as their value or terms of use, were mentioned.
Mixue expressed gratitude to its customers for their understanding and continued support during this change.
Netizens react to Mixue’s price increase, predicting impact on business
The announcement of a price hike for Mixue’s popular Signature KingCone sparked a flurry of reactions online, with many netizens sharing their thoughts on the matter.
Some users expressed their disapproval, suggesting that the higher price might deter customers.
One user remarked that people would stop buying the ice cream, while another stated that ice cream is not a necessity, so there’s no obligation to purchase it.
Several commenters speculated on Mixue’s pricing strategy, believing it was a deliberate plan to attract customers with low prices initially before raising them.
One user opined that the company aimed to capture market share and then increase prices for profit.
Another described the move as the “end of the honeymoon period” and a shift to profit-making from loyal customers.
Comparisons were also drawn with other recent price hikes in Singapore.
A user referenced a similar situation with You Zha Kueh at Bedok’s 216 market, which saw its price increase from S$1 to S$1.50.
“Their You Zha Kueh is nice, but a 50% increase is a bit much. I’ll just eat less,” the user remarked.
Others predicted that the price increase might negatively impact Mixue’s business.
One comment read, “Prepare to close down many outlets. It’s S$1 that made everyone buy in the first place.”
One commenter predicted prices would continue to rise to S$2 or S$3 before outlets eventually shut down, highlighting the challenges of sustaining low-cost products in Singapore’s competitive market.
