Mixue Indonesia hosts Matcha Booyah Series event

Mixue Indonesia held its Matcha Booyah Series collaboration with Free Fire on October 17–18, 2026, at Gandaria City Mall in South Jakarta. The event aimed to connect diverse communities by integrating gaming, music, and cosplay with matcha-themed activities.

The program featured a Free Fire tournament, live performances by singer Anggis Devaki and the girl group Lemon, and appearances by cosplayers. Mixue’s mascot, Snow King, also participated in the event to engage with visitors. The collaboration serves as a strategy for the brand to expand its reach by creating shared experiences that align with consumer interests beyond its core product offerings.