TL;DR
Mixue, a major Chinese ice cream chain, has launched a merchandise line featuring its Snow King mascot at its Guangzhou store. This move aims to set the brand apart amid fierce competition. The initiative is inspired by Labubu’s successful mascot merchandise strategy.
Chinese beverage chain Mixue has begun selling merchandise featuring its Snow King mascot at its Guangzhou store, marking a strategic move to differentiate itself in China’s crowded ice cream and beverage market.
In December 2025, Mixue opened a large retail store in Guangzhou that features a second floor dedicated entirely to Snow King merchandise. This initiative is part of Mixue’s broader effort to develop a merchandise business around its mascot, similar to strategies employed by other brands like Labubu. The merchandise includes apparel and other branded items, aimed at boosting brand loyalty and expanding revenue streams beyond product sales.
According to reports from Nikkei Asia, Mixue’s Guangzhou store is part of a larger effort to stand out from competitors through innovative retail concepts and branding. The store’s design emphasizes the Snow King mascot, which is central to Mixue’s branding efforts. The company has not yet disclosed detailed sales figures or the full scope of the merchandise line.
Why It Matters
This development signals Mixue’s strategic shift toward leveraging mascot branding and merchandise sales to increase customer engagement and diversify revenue. In a market saturated with numerous local and international brands, differentiating through merchandise could provide a competitive edge. It also reflects a broader trend among Chinese retail brands to build brand loyalty through character-based marketing and product offerings.
Snow King mascot apparel
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Background
Mixue, founded in China, has grown rapidly through its chain of ice cream and beverage outlets. Historically focused on product sales, the company has increasingly explored branding and retail experiences. The move to sell Snow King merchandise follows similar strategies by brands like Labubu, which successfully built a merchandise line around its mascot. The Guangzhou store’s large size and dedicated merchandise area highlight Mixue’s ambitions to expand its retail and branding footprint.
“Mixue’s focus on mascot merchandise is a strategic effort to deepen brand engagement and create new revenue streams in a competitive market.”
— industry analyst
“Our Guangzhou store with Snow King merchandise is just the beginning. We aim to expand this concept to other locations soon.”
— a company spokesperson
King Snow White
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What Remains Unclear
It is not yet clear how successful the merchandise sales will be or whether this strategy will be adopted by other Mixue stores nationwide. Details on the full product range, pricing, and future expansion plans remain undisclosed.
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What’s Next
Mixue is expected to evaluate the performance of its Snow King merchandise at the Guangzhou store and may expand the concept to other locations. The company might also introduce new product lines or collaborations to further boost brand engagement and revenue.
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Key Questions
What types of Snow King merchandise are being sold?
Reports indicate that apparel and branded items are available, but specific product details and range are not yet fully disclosed.
Is this merchandise strategy unique to Guangzhou?
Currently, the Guangzhou store is the only confirmed location with dedicated Snow King merchandise, but plans for expansion are likely.
Why is Mixue focusing on mascot merchandise now?
To differentiate itself in a crowded market, increase customer engagement, and develop new revenue streams through brand loyalty initiatives.
How does this compare to Labubu’s approach?
Labubu successfully built a merchandise line around its mascot, which has become a key part of its branding. Mixue appears to be adopting a similar strategy to strengthen its market presence.
