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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.
