原文標(biāo)題：
Bubble tea
Boba generation
Chinese tea brands are conquering South-East Asia
珍珠奶茶
奶茶一代
中國奶茶品牌風(fēng)靡東南亞

The favourite drink of rising Asia is milky tea with tapioca balls
亞洲人最喜歡的新興飲料--珍珠奶茶

[Paragraph 1]
OPPOSITE A UNIVERSITY campus on the outskirts of Jakarta, motorbikes line the front of Ricky Salim’s ice-cream and tea store.
在雅加達(dá)郊區(qū)一所大學(xué)校園對面，瑞奇.薩利姆的茶飲店前停滿了摩托車。

One of thousands of Mixue franchise owners across Asia, Mr Salim says his business is so good he hopes to open more outlets this year.
薩利姆是亞洲數(shù)千家蜜雪冰城特許加盟店的店主之一，他說他的生意非常好，他希望今年能開更多門店。

Mixue, ?a Chinese firm which built its brand selling flavoured teas and ?soft-serve ice-cream in smaller Chinese cities with relatively modest ?average incomes, is exporting its model across South-East Asia.
蜜雪冰城是一家中國公司，它在中國二三線小城市發(fā)家創(chuàng)品牌，目前正在開拓東南亞市場。

Its ?nearly 22,000 franchised stores worldwide, by early last year, made it ?the fifth-largest fast-food chain in the world by outlet, behind ?McDonald’s, Subway, Starbucks and KFC.
截至去年年初，蜜雪冰城在全球約有2.2萬家特許加盟店，使其成為全球第5大快餐連鎖店（按門店計算），僅次于麥當(dāng)勞、賽百味、星巴克和肯德基。

[Paragraph 2]

Part ?of the reason for Mixue’s success is that it sells rising Asia’s ?favourite drink: bubble (or “boba”) tea, a milky tea containing chewy tapioca balls.

蜜雪冰城成功的部分原因是銷售了亞洲最受歡迎的飲料：珍珠奶茶，一種含有耐嚼木薯球的奶茶。

In China, the market for these newfangled, ?flavoured teas was twice that for coffee in 2021, with a $20bn ?turnover, according to Momentum Works, a research firm in Singapore.

根據(jù)新加坡研究公司墨騰創(chuàng)投的數(shù)據(jù)，在2021年，這些新型口味茶在中國市場上的銷售額是咖啡銷售額的2倍，達(dá)到200億美元。

As growth has slowed in China, bubble-tea brands have set their sights on South-East Asia, where the market was worth $4bn.

隨著國內(nèi)增長速度放緩，珍珠奶茶品牌已將目光投向了東南亞市場，該市場價值40億美元。

Several ?other large, Chinese, ready-made tea brands, including HeyTea, Nayuki ?Tea, ChaGee and Happy Lemon, have also moved into the region.
其他幾個大型的中國現(xiàn)成茶品牌，包括喜茶、奈雪的茶、霸王茶姬和快樂檸檬，都紛紛進(jìn)入該地區(qū)。

[Paragraph 3]

Yet no bubble-tea chain has spread faster than Mixue, which opened its first store in Vietnam in 2018.

然而，傳播速度最快的品牌是蜜雪冰城。它于2018年在越南開設(shè)了第一家門店。

By ?March it had around 1,500 stores in Indonesia; the firm wants to double ?its presence there by the end of this year, says Andy Meitri Hartanto, ?Mixue Indonesia’s franchise manager.

到3月份，在印度尼西亞約有1,500家門店；蜜雪冰城印度尼西亞特許加盟店經(jīng)理安迪·梅特里·哈坦托說，該公司希望在今年年底之前將印尼業(yè)務(wù)規(guī)模擴(kuò)大一倍。

The brand’s bright red signage and snowman logo can already be found in malls, along dusty side streets and on shophouses across Indonesia.

該品牌鮮艷的紅色標(biāo)志和雪人標(biāo)志已經(jīng)在印度尼西亞各地的購物中心、塵土飛揚(yáng)的小巷和店屋中隨處可見。

Many branches stock board games, magazines, picture books and soft toys.

許多分店都備有棋盤游戲、雜志、圖畫書和毛絨玩具。

On ?weekends Mr Salim’s outlet fills with parents taking their children out ?for ice-cream, while during the week his main customers are students ?and office workers looking for an affordable, comfortable place to study ?or work. An ice-cream costs just 8,000 rupiah ($0.50).
周末，薩利姆先生的門店里擠滿了帶孩子出去吃冰淇淋的家長，而工作日他的主要客戶是尋找價格實惠、舒適的學(xué)習(xí)或工作場所的學(xué)生和上班族。一份冰淇淋只需8,000盧比（0.50美元）。

[Paragraph 4]

Almost ?all Mixue branches are franchises. Around 95% of the firm’s 10.3bn yuan ?($1.5bn) in revenue in 2021 came from selling ingredients, packaging ?and equipment to franchise-holders.

幾乎所有蜜雪冰城分店都是特許加盟店。2021年，該公司103億元人民幣（15億美元）收入中約95%來自向特許經(jīng)營者銷售原料、包裝和設(shè)備。

Huge ?factories and extensive supply chains let it keep down the store-price ?of ice-creams and teas, according to Zheshang Securities, a Chinese ?broker.

據(jù)中國券商浙商證券稱，巨大的工廠和龐大的供應(yīng)鏈?zhǔn)蛊淠軌驂旱捅苛芎筒栾嫷膬r格。

Around ?90% of Mixue Indonesia’s products are imported from China. But the ?company’s Indonesia operation has grown to such an extent that it plans ?to start making ingredients locally, says Mr Hartanto.

印度尼西亞的蜜雪冰城分店約有90%的產(chǎn)品都是從中國進(jìn)口的。但是，該公司在印度尼西亞的業(yè)務(wù)已經(jīng)發(fā)展如此迅速，以至于它計劃開始在當(dāng)?shù)厣a(chǎn)原料，哈坦托說。

Mixue has also adapted to local conditions. The Indonesian Ulema Council, a religious body, declared Mixue halal in February. In a country with 230m Muslims, “this decision was a big deal”, says Mr Salim.
蜜雪冰城也因地制宜。印度尼西亞宗教團(tuán)體烏萊瑪理事會于2月份宣布蜜雪冰城是伊斯蘭教律法的合法食物。薩利姆說，在一個擁有2.3億穆斯林的國家，“這個決定意義重大”。

[Paragraph 5]

Mixue ?dates from 1997, when its founder, Zhang Hongchao, started selling ?shaved ice and drinks at a roadside stall in the central Chinese ?province of Henan.

蜜雪冰城成立于1997年，創(chuàng)始人張紅超在中國河南省的路邊開始銷售刨冰和冷飲。

Yet it wasn’t until videos of its mascot, a chubby ?snowman, singing the Mixue theme song went viral on Chinese social ?media a few years ago that the brand became a household name.

然而，直到前幾年，它的吉祥物--一個胖乎乎的雪人--唱著蜜雪冰城主題曲的視頻在中國社交媒體上瘋傳，這個品牌才成為家喻戶曉的名字。

Short ?videos on Mixue, which means “honey snow” in Mandarin, have been viewed ?more than 17bn times on Douyin, TikTok’s Chinese sister app.
蜜雪冰城在短視頻抖 音平臺上的瀏覽量已超過 170 億次。

[Paragraph 6]

Unlike ?fancier bubble-tea brands, Mixue markets itself as cheap and cheerful, ?rather than trendy, both in China and South-East Asia.

與更高檔的珍珠奶茶品牌不同，蜜雪冰城在中國和東南亞市場上將自己定位為實惠且歡快的品牌，而不是時尚品牌。

Its viral song has been translated into 20 languages and is often played relentlessly in its franchises.

其病毒式瘋傳的歌曲已被翻譯成20種語言，也經(jīng)常在蜜雪冰城特許加盟店里不斷播放。

“What ?it took our China team ten or 20 years to figure out, we’ve been able ?to perfect in just one year by learning from their experiences,” says Mr ?Hartanto.
哈坦托說：“我們中國團(tuán)隊花了10-20年才弄清楚的事情，我們通過學(xué)習(xí)他們的經(jīng)驗，在1年內(nèi)就能完美地掌握。”

[Paragraph 7]

Mixue’s ?biggest ambitions for growth are in countries with rapidly growing ?economies and many young people, such as Indonesia, the Philippines, ?Thailand and Vietnam.

蜜雪冰城最大的增長愿望是在經(jīng)濟(jì)快速增長、年輕人眾多的國家，例如印度尼西亞、菲律賓、泰國和越南。

Yet ?over the past year Mixue stores have also opened in Australia, Japan, ?Singapore and South Korea, and the firm has registered its trademark in ?markets from Europe and America to Kyrgyzstan and Uzbekistan.

然而，在過去一年里，蜜雪冰城也已在澳大利亞、日本、新加坡和韓國開設(shè)門店，該公司還在歐美國家、吉爾吉斯斯坦和烏茲別克斯坦等市場注冊了自己的商標(biāo)。

It has announced plans for an initial public offering on the Shenzhen Stock Exchange. The singing snowman is coming your way.
蜜雪冰城擬在深交所上市。唱歌的雪人向你走來。

（恭喜讀完，本篇英語詞匯量730左右）
原文出自：2023年4月15日《The Economist》Asia版塊

精讀筆記來源于：自由英語之路

本文翻譯整理: Irene

本文編輯校對: Irene
僅供個人英語學(xué)習(xí)交流使用。

【補(bǔ)充資料】（來自于網(wǎng)絡(luò)）
蜜雪冰城，是張紅超于1997年在鄭州成立的冰淇淋與茶飲的品牌。經(jīng)過20余年的發(fā)展，全國門店數(shù)量超過兩萬家，覆蓋31個?。ㄊ?、自治區(qū)）并正在積極開拓海外市場。蜜雪冰城吉祥物叫雪王和雪妹。雪王是雪人外表的吉祥物,手拿冰淇淋權(quán)杖的雪王是蜜雪冰城的甜蜜使者,也是個傲嬌吃貨,一生只愛冰淇淋和茶,它的口頭禪是:“你愛我,我愛你,蜜雪冰城甜蜜蜜”。蜜雪冰城吉祥物叫什么 ?雪王是冰淇淋與茶連鎖店“蜜雪冰城”的吉祥物與虛擬代言人,并在繪本漫畫《雪王歷險記》、網(wǎng)絡(luò)漫畫《雪王與雪妹的小甜蜜》中作為主角出場。

【重點句子】（3個）
Part ?of the reason for Mixue’s success is that it sells rising Asia’s ?favourite drink: bubble (or “boba”) tea, a milky tea containing chewy ?tapioca balls.
蜜雪冰城成功的部分原因是銷售了亞洲最受歡迎的飲料：珍珠奶茶，一種含有耐嚼木薯球的奶茶。

The ?brand’s bright red signage and snowman logo can already be found in ?malls, along dusty side streets and on shophouses across Indonesia.
該品牌鮮艷的紅色標(biāo)志和雪人標(biāo)志已經(jīng)在印度尼西亞各地的購物中心、塵土飛揚(yáng)的小巷和店屋中隨處可見。

Yet ?it wasn’t until videos of its mascot, a chubby snowman, singing the ?Mixue theme song went viral on Chinese social media a few years ago that ?the brand became a household name.
然而，直到前幾年，它的吉祥物--一個胖乎乎的雪人--唱著蜜雪冰城主題曲的視頻在中國社交媒體上瘋傳，這個品牌才成為家喻戶曉的名字。