TL;DR
Mixue, a major Chinese beverage chain, has launched a line of Snow King merchandise in Guangzhou, marking its entry into branded retail. This move mirrors Labubu’s successful merchandise strategy and aims to set Mixue apart amid fierce competition.
Chinese beverage chain Mixue has begun selling Snow King merchandise at its Guangzhou store, marking a strategic move to differentiate itself in China’s competitive market, according to reports from Nikkei Asia.
In December 2025, Mixue opened a large retail store in Guangzhou, featuring a second floor dedicated solely to Snow King merchandise. This is part of the company’s broader effort to build a merchandise business around its snowman mascot, aiming to replicate the success of similar strategies used by competitors like Labubu. The store is among the largest of its kind for Mixue, emphasizing its push into branded retail beyond beverages.
The move signals Mixue’s intent to leverage its mascot as a brand asset, expanding into merchandise sales as a new revenue stream. The company has not yet disclosed specific sales figures or the full scope of its merchandise offerings but has indicated that the initiative is part of a broader branding strategy.
Why It Matters
This development matters because it highlights how Chinese beverage chains like Mixue are diversifying their business models amid a saturated market. By adopting a merchandise strategy similar to Labubu’s, Mixue aims to strengthen brand loyalty, increase revenue, and stand out from competitors. The success of this approach could influence other brands in the sector to explore branded merchandise as a core part of their growth strategies.
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Background
Mixue, founded in China, has rapidly expanded across the country with hundreds of stores, primarily focusing on ice cream and beverages. Previously, competitors such as Labubu have successfully built their brands through merchandise sales, particularly leveraging mascots and themed retail spaces. Mixue’s move into merchandise aligns with industry trends where brands seek to diversify income sources and deepen customer engagement through branded products.
“Mixue’s Guangzhou store, with its dedicated Snow King merchandise floor, exemplifies the company’s push into retail beyond beverages, aiming to build a more comprehensive brand experience.”
— Shizuka Tanabe, Nikkei Asia
“Mixue’s adoption of a merchandise strategy similar to Labubu’s indicates a broader shift among Chinese brands to diversify revenue streams and leverage mascots for branding.”
— Industry analyst, unnamed
Mixue Snow King branded apparel
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What Remains Unclear
It is not yet clear how successful Mixue’s merchandise initiative will be or how extensive their product range will become. Details on sales performance, customer reception, and future store plans remain undisclosed and are still developing.
Chinese ice cream brand merchandise
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What’s Next
Next steps include monitoring sales data and customer feedback at the Guangzhou store, as well as potential rollout of similar merchandise strategies in other locations. Mixue may also expand its product offerings and retail formats based on initial results.
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Key Questions
Why is Mixue launching merchandise now?
Mixue aims to diversify its revenue sources and strengthen brand loyalty by leveraging its mascot, following successful examples like Labubu.
What products are included in the Snow King merchandise?
Specific product details have not been fully disclosed, but likely include apparel, accessories, and other branded items based on the Snow King mascot.
Will this strategy be expanded to other stores?
It is not yet confirmed, but initial plans suggest potential expansion if the Guangzhou store’s merchandise sales prove successful.
How does this compare to Labubu’s merchandise approach?
Labubu has successfully built a merchandise business around its mascot, and Mixue’s new initiative appears to be adopting a similar strategy to enhance brand engagement.
