The Mixue Ice Cream and Tea mascot is a cheerful, snowman-like character named Snow King, who has become an iconic symbol of the brand’s fun and friendly identity. Snow King is typically depicted with a bright red crown, a wide smile, and a soft-serve ice cream swirl on his head, reflecting Mixue’s focus on affordable ice cream and refreshing tea drinks. His simple yet memorable design has helped the brand stand out across Asia, where Snow King often appears in store décor, merchandise, and viral online content, making him one of the most recognizable modern mascots in the beverage and dessert industry.
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