Mixue (蜜雪冰城) Blends Brand Story with Children’s Culture
Mixue (蜜雪冰城) has released a new comic book titled “The Adventures of Snow King” targeted at children aged 6–12, accompanied by a branded stationery set. The move integrates brand IP with traditional Chinese culture and educational narratives to deepen consumer loyalty from an early age.
(Mixue (蜜雪冰城) leverages its Snow King IP for cross-industry cultural engagement)
Molly Tea (茉莉奶白) Terminates US Partnership Over Violations
Jasmine-focused milk tea brand Molly Tea (茉莉奶白) announced the termination of its partnership with five stores in New York and Los Angeles. The decision followed contract violations by the US partner, emphasizing the brand’s commitment to maintaining strict operational standards during international expansion.
Mixue (蜜雪冰城) Launches Franchise Support for Vietnamese Students
In a targeted expansion effort, Mixue (蜜雪冰城) introduced a franchise support policy in Vietnam. Under the new program, students can open a store for approximately 103,000 RMB, while non-student franchisees require around 167,000 RMB, lowering the barrier for young entrepreneurs.
(Mixue (蜜雪冰城) accelerates its Southeast Asian footprint with localized support models)
Nowwa Coffee (挪瓦咖啡) Debuts “World Cup Buddy” Energy Drink
Nowwa Coffee (挪瓦咖啡) has launched its “World Cup Buddy” Energy Americano to cater to football fans. Priced at 12.9 RMB, the functional beverage contains taurine and caffeine, positioning the brand as a primary choice for late-night sports spectators.
ChaPanda (茶百道) Sells 200,000 Cups of Bergamot Lemonade on Day 1
ChaPanda (茶百道) reported a record-breaking launch for its Bergamot Lemonade, selling nearly 200,000 cups on its first day. Priced at a member rate of 6.75 RMB, the drink combines premium citrus notes with high value, driving massive initial volume.
(Innovative citrus and lemon profiles continue to dominate the summer beverage market)
MUJI Starts Caffeine-Free Coffee Truck Tour in Tokyo
MUJI (无印良品) has kicked off a 21-day caffeine-free coffee food truck tour in Shibuya, Tokyo. The initiative highlights the growing consumer interest in decaffeinated options and minimalist lifestyle experiences in major metropolitan areas.
Lao Xiang Ji (老乡鸡) Tests “Lao Xiang Tea” Sub-Brand
Fast-food giant Lao Xiang Ji (老乡鸡) is testing its own tea line in select stores. The experimental “Lao Xiang Tea” menu features unique items like “Butter Rice Lattes” and “Bamboo Basket Lemon Tea,” priced between 7–16 RMB to capture the growing beverage-snack occasion.
