Is Mixue Ice Cream & Tea getting ready to construct its personal theme park? On February 3, job listings on BOSS Zhipin confirmed that the Chinese language beverage large is recruiting for a number of theme park–associated positions in Zhengzhou, providing notably aggressive pay.
Open roles embody Theme Park Content material Author (RMB 12,000–20,000 per 30 days, approx. USD 1,670–2,780), chargeable for story worldbuilding and content material optimization; Theme Park Efficiency Coordinator (RMB 11,000–20,000 / USD 1,530–2,780), overseeing the planning and integration of dwell exhibits; Theme Park Engineering Supervisor (RMB 12,000–24,000 / USD 1,670–3,330), answerable for venture planning and development; and Theme Park Merchandise Coordinator (RMB 11,000–20,000 / USD 1,530–2,780), chargeable for end-to-end IP merchandise operations.
The extremely focused nature of those roles has fueled hypothesis that Mixue could also be planning to develop its personal branded theme park. If that’s the case, the corporate already seems well-positioned. On the content material facet, Mixue has steadily constructed its IP ecosystem: its unique animated collection Snow King Arrives! launched in 2023 to robust scores and viewership, adopted by Snow King: Fantasy Sand Continent in 2024, whereas self-produced brief dramas on Douyin have additionally attracted vital visitors.
Mixue has additional strengthened emotional ties with shoppers by means of large-scale snow sculpture installations, music festivals, Snow King parades, and meme-driven social media campaigns. It has additionally actively monetized its IP by means of merchandise, opening flagship shops promoting branded merchandise in cities similar to Zhengzhou, Chengdu, and Hangzhou over the previous 12 months.
Financially, Mixue stands aside from its friends. Within the first half of 2025, it was the one listed tea beverage model in China to surpass RMB 10 billion (≈ USD 1.39 billion) in income, exceeding the mixed revenues of Chagee (RMB 6.73 billion / USD 935 million), Guming (RMB 5.66 billion / USD 786 million), and ChaBaiDao (RMB 2.50 billion / USD 347 million). Regardless of its large base, Mixue nonetheless posted a 39.32% income progress fee, rating second amongst listed friends.
By way of profitability, Mixue led the sector with RMB 2.72 billion in web revenue (≈ USD 378 million), up 44.06% year-on-year—once more second-fastest in progress—whereas Guming posted the very best progress fee at 119.78%.
Supply: Leiphone
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