CBCNECI welcomes Mixue executives in Rio de Janeiro

The meeting brought together representatives of the Chinese chain, specialists and local leaders to discuss its expansion in Brazil.

On September 24, 2026, the Brazil–China New Era Chamber of Commerce and Innovation (CBCNECI) hosted a welcome dinner for Mixue executives in Rio de Janeiro. Business representatives, specialists and local leaders gathered to discuss the Chinese chain’s operations in Brazil and its expansion prospects.

Tian Zezhong, CEO of Mixue in Brazil, and Daniel Barbosa, business development manager, presented the company’s plans for the Brazilian market. The announced expansion envisages investment of R$3.2 billion and a target of 1,000 stores by 2030, with an estimated 25,000 jobs to be created.

During the meeting, Fernando Belem, of Fiserv Clover, presented a payment solution for the franchise sector. Heloísa Castro Faria and Luiz Felipe Ferreira Oggero, of Castro Faria & Oggero Advogados, contributed a legal perspective on establishing franchise networks in Brazil.

Mauricio Salkini, a franchising specialist and council member of both the Franchise Chamber of the Federation of Chambers of Retail Business Leaders of the State of Rio de Janeiro (FCDL/RJ) and CBCNECI, shared information on the Brazilian franchise model.

Evanildo Barreto, São Gonçalo’s Secretary of Economic Development, president of the São Gonçalo Commercial and Business Association (ACESG) and a CBCNECI council member, invited the executives to visit the municipality and consider it in their expansion plans.

CBCNECI President Su Ziliang and Vice President Paulo Alves reaffirmed the Chamber’s commitment to connecting Chinese companies with partners who understand the Brazilian market, fostering dialogue and relationships of trust.