TL;DR
Mixue, a major Chinese beverage chain, has introduced a new line of Snow King merchandise at a large Guangzhou store. This marks the company’s effort to build a merchandise business around its mascot, similar to Labubu’s strategy. The move aims to distinguish Mixue in China’s crowded retail scene.
Chinese beverage chain Mixue has launched a merchandise line centered on its Snow King mascot at a large Guangzhou store, marking a strategic effort to differentiate itself in China’s competitive retail market.
In December 2025, Mixue opened a large retail store in Guangzhou that includes a second-floor dedicated entirely to Snow King merchandise. This initiative is part of Mixue’s broader strategy to develop a merchandise business around its mascot, following a model similar to that of Labubu, a popular character brand in China.
The store, described by sources as a ‘retail huge store,’ aims to leverage the popularity of the Snow King character to attract customers and build brand loyalty beyond its core beverage offerings. The merchandise includes various products such as apparel, accessories, and collectibles, all featuring the Snow King mascot.
Mixue’s move into merchandise is seen as an effort to stand out amid the crowded Chinese beverage and retail landscape, where many brands are seeking new revenue streams and ways to deepen customer engagement.
Why It Matters
This development is significant because it represents a strategic shift for Mixue from solely operating beverage outlets to building a broader lifestyle brand through merchandise. It also indicates the influence of character-based branding in China’s retail sector, with companies like Labubu demonstrating the commercial potential of mascot merchandise. For consumers, it offers new ways to engage with the brand, while for competitors, it signals an intensifying focus on brand diversification.
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Background
Mixue, founded in China, has grown rapidly through its widespread ice cream and beverage outlets. The company has recently begun exploring merchandise as a way to expand its brand presence. The trend follows the success of character-based brands like Labubu, which has capitalized on mascot merchandise to boost sales and brand loyalty. The Guangzhou store’s second-floor dedicated to Snow King merchandise is part of this larger industry pattern, reflecting a strategic move to create a lifestyle brand around its mascot.
“Mixue’s new store in Guangzhou features a dedicated merchandise section for Snow King, signaling a shift towards brand diversification.”
— Shizuka Tanabe, Nikkei Asia
“Mixue’s move into character merchandise aligns with a growing trend among Chinese brands seeking to deepen consumer engagement beyond products.”
— Industry analyst, unnamed
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What Remains Unclear
Details about the full product range, sales performance, and future plans for the Snow King merchandise line remain unclear. It is also uncertain how successful this initiative will be in setting Mixue apart from competitors long-term.
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What’s Next
Further developments are expected as Mixue evaluates sales data and consumer response. The company may expand merchandise offerings or replicate the model in other locations if successful. Monitoring will focus on the store’s performance and broader brand strategy evolution.
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Key Questions
What is Snow King merchandise?
It includes products like apparel, accessories, and collectibles featuring Mixue’s Snow King mascot, launched at a Guangzhou store.
Why is Mixue launching merchandise now?
The company aims to differentiate itself in a crowded market and build a lifestyle brand around its mascot, inspired by successful character branding like Labubu.
Will this merchandise be available elsewhere?
Currently, the merchandise is exclusive to the Guangzhou store with a dedicated second floor, but future plans may include wider distribution.
How does this compare to Labubu’s strategy?
Labubu has successfully built a merchandise ecosystem around its mascot, and Mixue appears to be adopting a similar approach to enhance brand loyalty and sales.
Is this move likely to succeed?
It is uncertain; success will depend on consumer response and sales performance, which are still developing.
