TL;DR
Mixue, a major Chinese ice cream and beverage chain, has launched a merchandise line featuring its Snow King mascot at a large Guangzhou store. This move follows Labubu’s successful mascot branding strategy. The development marks Mixue’s effort to stand out amid fierce competition.
Chinese beverage chain Mixue has introduced a merchandise line centered around its Snow King mascot at a Guangzhou store, marking a strategic move to differentiate itself in China’s crowded retail market.
In December 2025, Mixue opened a large retail store in Guangzhou, which features a dedicated second floor for Snow King merchandise. This is part of Mixue’s broader effort to build a merchandise business around its mascot, similar to Labubu’s branding approach. The store’s design aims to enhance brand recognition and customer engagement by leveraging mascot merchandise, a tactic increasingly used by Chinese retail brands. The merchandise includes various Snow King-themed products, although specific items and their scope have not been fully detailed by the company.
Mixue’s move reflects a strategic shift towards mascot branding and merchandise sales, which have proven successful for other brands like Labubu, a popular mascot in China. The company has not publicly disclosed sales figures or the full scope of its merchandise strategy but emphasizes that the initiative is part of its efforts to stand out amid fierce competition in the Chinese retail landscape.
Why It Matters
This development is significant because it illustrates how Chinese retail brands are increasingly turning to mascot branding and merchandise as key differentiators. Mixue’s approach could influence other brands seeking to build stronger emotional connections with consumers, especially in a competitive market where product differentiation is challenging. Additionally, it signals a broader trend of retail stores becoming experiential and brand-centric, which could reshape consumer engagement strategies in China’s retail sector.
Snow King mascot merchandise
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Background
Mixue, founded in 1997, has grown rapidly across China, primarily offering ice cream and beverages. Its expansion has been marked by a focus on affordability and widespread store presence. The company’s decision to incorporate mascot merchandise follows the success of Labubu, a popular mascot in China, which has helped brands boost visibility and sales through character licensing and merchandise. The Guangzhou store, opened in December 2025, is part of Mixue’s effort to create flagship locations that serve as brand showcases. The move aligns with a broader trend among Chinese brands to develop mascot-driven marketing and merchandise strategies to foster brand loyalty and stand out in a crowded market.
“Mixue opened this large store, with a second floor dedicated to Snow King merchandise, in Guangzhou in December.”
— Shizuka Tanabe, Nikkei Asia
“Mascot branding and merchandise sales are becoming a vital part of retail differentiation in China, and Mixue’s latest move aligns with this trend.”
— Industry analyst
Mixue Snow King themed products
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What Remains Unclear
It is not yet clear how successful the Snow King merchandise line will be for Mixue, or whether this initiative will be expanded to other stores nationwide. Details on the specific products, sales performance, and future plans remain undisclosed.
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What’s Next
Mixue is likely to monitor sales and customer response to the Snow King merchandise, with potential plans to expand the program to other locations if successful. Further announcements regarding product range, marketing strategies, and company goals are expected in the coming months.
Ice cream shop mascot souvenirs
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Key Questions
What is Snow King merchandise?
Snow King merchandise includes various products themed around Mixue’s mascot, such as toys, apparel, and accessories, designed to enhance brand recognition and customer engagement.
Why is Mixue focusing on mascot merchandise now?
Mixue aims to differentiate itself in a competitive market by leveraging mascot branding, following the success of similar strategies by brands like Labubu, and to build stronger emotional connections with consumers.
Will this merchandise be available outside Guangzhou?
It is currently unclear whether Snow King merchandise will be rolled out to other stores. The Guangzhou store serves as a test location, with potential expansion depending on its success.
How does this compare to other Chinese retail branding strategies?
Many Chinese brands are increasingly using mascots and character licensing to boost visibility and sales, making this a common approach in the evolving retail landscape.
