Welcome to Meet China’s Brands, where we use familiar Chinese companies to learn the language behind everyday business, work, and culture. In previous issues, we explored DJI, SHEIN, and MINISO.
Today, we follow a crown-wearing snowman into a new setting: the American campus.
Imagine that a new drink brand comes to your university.
It offers free samples, works with student clubs, gives away small gifts, and asks students to make short videos for TikTok and Instagram. Its most recognizable representative is not a celebrity. It is a smiling white snowman wearing a crown.
That snowman is 雪王 (Xuě Wáng)—the Snow King, the brand character of 蜜雪冰城 (Mìxuě Bīngchéng), known internationally as MIXUE.
This is not a fictional scenario. In August 2026, MIXUE USA publicly recruited Campus Ambassadors for a back-to-school campaign. The post asks students to create short-form content, hold campus activations and giveaways, and partner with student organizations. In other words, the company is not only opening stores: it is trying to become part of student life.
MIXUE’s larger story is also changing quickly.
The Mixue Group reported RMB33.56 billion in 2025 revenue, up 35.2% year on year, and had approximately 60,000 stores globally by the end of the year. The group entered Kazakhstan and the United States in 2025, then opened its first Mexico location in February 2026.
But this is not a simple story of opening more and more stores. In 2025, the company also adjusted and optimized existing operations in Indonesia and Vietnam—a useful reminder that going global means learning, adapting, and sometimes changing course.
Before we look behind the campaign, let’s learn four Chinese expressions that you could actually hear in a drink shop, a campus event, or a marketing meeting.
The important question is not only, “Can a Chinese drink chain open in my city?” It is this: how can a new brand make you want to taste, talk about, and remember it?
Real-world Chinese: A 2026 Chinese business report explains why a drink chain talks about 供应链 + 品牌IP + 门店运营.
A real New York campus role: Learn workplace Chinese through MIXUE USA’s current Campus Ambassador recruitment.
Use it in real life: Invite a student organization to a drink pop-up—in natural, practical Chinese.
Further Reading
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