Mixue turned a cheerful red snowman and a three-note jingle into the most recognised brand in Chinese mass-market beverages — and then exported the meme to the world.
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See all ads on AdLibrary →Mixue Bingcheng (蜜雪冰城) is China's largest new-tea and ice cream franchise chain by store count, founded in Zhengzhou in 1997 by Zhang Hongchao. With 40,000+ stores primarily in tier 3-5 Chinese cities and expanding across Southeast Asia, Mixue operates at RMB 2-6 price points — far below premium competitors — with a viral Snow King mascot and earworm jingle. Also searched as Mixue.
Mixue's advertising strategy is almost accidental in its genius: the 'You love me, I love you, Mixue ice cream and tea' jingle — played on loop at every store — became a global internet phenomenon after going viral on YouTube with over one billion views. The Snow King mascot is deployed across every touchpoint, creating instant brand recognition at near-zero production cost. Franchise growth itself serves as advertising, with store density in lower-tier cities making Mixue inescapable. Browse Mixue's ad creative on AdLibrary to study viral brand mascot advertising.
Mixue's primary media is earned — the jingle and Snow King meme generated more organic reach than any paid campaign could buy. As Mixue expands into Southeast Asia (Vietnam, Indonesia, Thailand, Malaysia), Facebook and Instagram are increasingly used for market-entry awareness campaigns. Local franchise marketing leverages the Snow King mascot with country-specific copy. Douyin drives domestic discovery through user-generated store visit content.
Core themes: lowest price in new-tea ('fruit tea from RMB 4'), Snow King mascot joy and fun, quality at unbeatable price, and seasonal limited-edition flavours. The brand's marketing consistently communicates that premium tea flavours are not a luxury — democratisation of drink-shop culture is the central message. Franchise recruitment campaigns target entrepreneurs with low-cost entry positioning.
Mixue demonstrates that product experience can be the advertising when deployed at sufficient scale and with sufficient frequency. Their jingle, heard thousands of times by any Chinese consumer in a lower-tier city, created brand recall that no paid campaign can replicate. For marketers: sonic branding at point of sale, when repeated billions of times, is the most cost-efficient awareness tool ever invented. The meme virality was a bonus — the density was the strategy.
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