An investment group that includes one of China's rising tea brands, Ningji Lemon Tea, will take over Häagen-Dazs stores in the Chinese mainland, marking the latest case of an internationally known food and beverage brand selling its Chinese mainland business to a local operator. Industry analysts said that cooperating with local business partners to pursue win-win outcomes has increasingly become the preferred path for global food and beverage brands seeking growth in the Chinese mainland market. General Mills, owner of Häagen-Dazs, announced that it has entered into a definitive agreement to sell its Häagen-Dazs shops in the Chinese mainland to an investor group including Ningji, one of the fastest-growing tea brands in China with a network of more than 3,000 premium quick-service retail tea shops.
As part of the agreement, the buyer will receive an exclusive license from General Mills to use the Häagen-Dazs brand in ice cream shops and gifting business in the Chinese mainland, while General Mills will continue to own and operate the Häagen-Dazs retail and food service operations. The company said that the transaction aligns with General Mills' development strategy and elevates the company's focus on its brands and channels that provide the strongest opportunities for profitable growth.
Häagen-Dazs was founded in the U.S. in 1960. The brand was acquired by Pillsbury in 1983, before becoming part of General Mills following the latter's acquisition of Pillsbury in 2001. Häagen-Dazs ranked third among China's ice cream restaurant brands by transaction value in 2025, behind domestic brand Mr. Wildman and U.S. ice cream vendor DQ. The value of emerging domestic brands lies not only in channel resources, but also in their understanding of younger consumers, social media-driven marketing and localized supply chains, said Bian Yongzu, Executive Deputy Editor-in-Chief of Modernization of Management magazine. Rising confidence among Chinese consumers and entrepreneurs, particularly in the consumption and cultural sectors, has accelerated the growth of domestic brands. He noted that international legacy brands bring established brand assets and product expertise, while local players contribute operational efficiency and consumer insights, making such complementary partnerships an increasingly important path for foreign companies seeking new growth opportunities in China.
The case adds to a broader trend of established international brands reassessing their strategies in the Chinese mainland market, moving away from operating independently and accelerating localization efforts, said analysts. On February 2, the joint venture transaction between Burger King parent company Restaurant Brands International (RBI) and China’s CPE was completed, in which CPE acquired an approximately 83% stake. Starbucks Coffee Co on April 2 announced the completion of its joint venture with China-based Boyu Capital, noting the move marked a significant milestone in the company's long-term strategy to unlock sustainable growth in China. Under the terms of the deal, funds managed by Boyu Capital hold a 60% stake in Starbucks China operations, the Global Times reports.
