Mixue Malaysia, part of the global beverage chain best known for fresh ice cream and tea drinks, has expanded into packaged snacks to diversify its revenue. Its latest launch, Magic Stick (Spicy Flavour), taps into the rising popularity of latiao in the region.
Latiao — extremely popular in China — is made from wheat flour and gluten, shaped into chewy strips, and seasoned generously with chili oil, Sichuan peppercorns, salt, and sugar.
Looking ahead, Mixue could also explore konjac‑based snacks such as moyu shuang (魔芋爽). Weilong is the most recognized brand in this category, though many other players exist. In Thailand, konjac snacks are rapidly gaining traction, with numerous local producers targeting children, teens, and young adults.
