Mixue Ice Cream And Tea

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About

Mixue Ice Cream And Tea is a food chain from Zhengzhou, China established by Zhang Hongchao. Online, the store has grown infamous for rapidly expanding into Asian countries in a short period of time, leading to memes similar to how Westerners meme Spirit Halloween.

History

Mìxuě Bīngchéng^[1] was first opened by Zhang Hongchao in 1999. As of March 2022, Mixue has more than 21,000 stores operating in 11 Asian countries^[2], while the first abroad store was opened in Vietnam in 2018^[3].

Online Presence

Since the first Mixue shop opened in Indonesia at Cihampelas Walk mall Bandung in 2020,^[4] the chain grew popular on the Southeast Asian internet. This led to memes about how buildings that once housed other businesses had been "taken over" by Mixue. For example, on September 5th, 2022, Facebook^[5] user Aufi Rayesa joked about Mixue opening near his house by posting an image of Kelpshakes from SpongeBob SquarePants rebranded as Mixue. He also warned people to look around in case another branch of the chain was opened at near them. The post received 866 reactions and more than 2,000 shares (shown below).

MIXUE SINCE 1997-ICE CREAMATEA MIXUE MIXUE SINCE 1997-ICE CREAM&TEA

Random Mixue

Random Mixue refers to a series of photoshops showcasing Mixue in surprising locations, poking fun at the shop's swift opening of multiple locations in Asia. The meme bears similarity to how Spirit Halloween memes are used in the West (examples shown below).