This article only represents the author's own views.
"I love you, you love me, Mixue Bingcheng ice-cream & tea." It may sound syrupy, but the latest theme song from China’s leading purveyor of tea and ice cream, sung by an animated snowman to the tune of “Oh, Sussana,” has gone viral on leading video platforms Douyin and Bilibili, nicely reflecting the company’s saccharin style and spirit.
Mixue Bingcheng is all about simplicity, directness and, most importantly, low prices. It’s quickly developed a loyal following who flock to its thousands of stores to sample its no-frills ice-cream and tea drinks.
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