Bubble tea producer Mixue is planning to build a theme park at its headquarters in Zhengzhou, the capital of central China’s Henan province, reports the South China Morning Post.
The park will be based on its Snow King mascot, a singing snowman that has become one of Chinese retailing’s most recognisable intellectual properties (IPs), and offer multiple indoor themed experience zones combining retail, performances and interactive attractions.
The world’s largest food-service chain is looking beyond RMB two (29 US cents) ice creams and RMB four drinks to further widen and monetise its empire, amid a broader push by Chinese cities to revive local economies by harnessing culture, tourism and experiential consumption. The three sectors are increasingly being viewed as reliable ways to stabilize growth as traditional drivers such as property and fixed-asset investment lose momentum.