Do Mixi, Xemesis, PewPew's rice shops are officially closed, fans are rumored to be "open"?

The fact that the second branch of the Sa Bi Chuong broken rice system in Da Lat officially stopped operating from March 1, 2026 has quickly become a topic of heated discussion on social media platforms.

According to the announcement from the owner, the decision to close the Da Lat branch takes effect from March 1. A representative of this F&B chain said that this is a step in the strategy of reallocating resources, focusing on long-term plans instead of continuing to spread out in many localities. The message in English "Dalat, It's been a blast, see you again soon" was seen as a goodbye but left open the possibility of returning to this market in the future, when conditions and strategies are more suitable.

It is known that Sa Bi Chuong is a broken rice brand co-founded by a trio of famous streamers including Do Mixi, PewPew and Xemesis. Since its launch in Ho Chi Minh City. In 2021, this brand quickly attracted attention thanks to the strong media influence of the three founders. The opening ceremonies have recorded long queues, creating a great spillover effect in the fan community and young people.

After the initial success in Ho Chi Minh City. Da Lat was chosen as the next expansion destination, before the brand entered the Northern market with a branch in Hanoi. Choosing Da Lat - the tourist center of Lam Dong province - was once considered a strategic step to take advantage of the large number of tourists all year round. However, the characteristics of the tourism market, which is seasonal, highly dependent on holidays, Tet and peak summer vacations, may have created certain challenges in terms of revenue and operation.

Despite withdrawing from the Lam Dong market, the Sa Bi Chuong system still maintains operations in two key markets, namely Ho Chi Minh City. Ho Chi Minh City and Hanoi. Specifically, points of sale in District 5, Phu Nhuan District (Ho Chi Minh City). Ho Chi Minh City) and Dong Da District (Hanoi) are still operating normally. This move shows that businesses tend to restructure their portfolios, prioritizing areas with high population density, stable customer base and frequent consumption frequency – important factors in the F&B industry, which has not too high profit margins and is subject to pressure on premises costs. large personnel.

On social networks, the announcement of the closure of the Da Lat branch has attracted a significant amount of interaction. Many diners expressed regret at losing a familiar dining spot every time they visited the foggy city. Some comments also shared memories associated with the restaurant, from queues waiting to enjoy to the experience of meeting idols in real life.

However, from a business perspective, many experts and market watchers believe that cutting branches that have not reached the expected efficiency is a necessary step. In the context of fierce competition in the F&B industry, especially in tourist cities where space costs are high and customer volatility is high, maintaining a suboptimal selling point can put pressure on the entire system. Narrowing the geographical scale to strengthen internal resources, optimize operations and prepare for new projects is considered a prudent strategy.

PewPew revealed that the streamer group has disbanded, netizens suspect it's because of Do Mixi's scandal. Khánh Linh15:30:31 17/09/2025In a recent livestream, streamer PewPew suddenly announced that the group had disbanded. Many people did not know if he was telling the truth or joking, especially after the recent scandals involving Do Mixi.