Mixue Bingcheng has confirmed plans to build its first theme park! The proposed location has been announced, and the surrounding area will also welcome Pang Donglai!

“Mixue Bingcheng is going to open a theme park”—this has now been officially confirmed. According to Dahe Daily, on February 26th, at the citywide mobilization and deployment meeting for a good start to the new year held in Zhengzhou, Mixue Bingcheng’s Snow King City Theme Park was clearly listed as a key supported project, planned to be located in the flagship headquarters area of Mixue Bingcheng. In addition, reporters from National Business Daily learned from sources close to Mixue that the company’s first “Snow King Indoor Theme Park” project will be situated at their group headquarters in Zhengzhou, Henan, with preparations steadily underway. Previous reports indicate that BOSS Zhipin (a recruitment platform) showed Mixue Bingcheng had launched a batch of job postings related to the “theme park project.” This quickly triggered widespread discussion among netizens. Many commented: “This doesn’t look like a regular brand event—it seems like they’re preparing for a real theme park.” From the specific recruitment information, positions include Theme Park Performance Coordination, Theme Park Script Writing, Theme Park Project Engineering Management, and Theme Park Merchandise Coordination, with monthly salaries ranging from 10k to 24k. It now seems this speculation is about to become reality. Reports say that the proposed location—the Mixue Bingcheng Headquarters Flagship Area—is near Zhengzhou East High-Speed Rail Station. Mixue Bingcheng Headquarters, source: Dahe Daily It is understood that the park will center on the Snow King IP, creating a sweet and magical Snow King world. Multiple indoor themed experience zones are planned, deeply integrating the Mixue Bingcheng global headquarters, flagship store, and theme park to create a “play + shopping + experience” triad experience system. This area has already become a “check-in spot” for many young people and tourists, boasting a giant Snow King sculpture, IP installations, and brand culture exhibition spaces. Many netizens joke, “This place already feels like the ‘prequel’ to a theme park.” Worth mentioning, the area will also welcome the “top supermarket” Pang Donglai in the future. Some netizens joke: “Take immersive photos in the Snow King City theme park in the morning, shop at Pang Donglai for ‘emotional value’ in the afternoon, and enjoy a cheap ¥4 lemon water at night.” In fact, Mixue Bingcheng is accelerating its IP operations. In 2023, it released the original animation “Snow King Arrives,” which brought “milk tea anime” to the scene, scoring 9.9 on Bilibili. In 2024, it released “Snow King’s Fantasy Dunes,” scoring 9.8. Besides animation, Snow King has also acted in short dramas, including “Snow King Sells Coffee in Ancient Times” and “Snow King’s Time-Travel Diary,” with millions of views on Douyin. With its soaring popularity, Mixue Bingcheng quickly followed with peripheral product development. Over the past year, flagship stores offering related merchandise have opened in Zhengzhou, Chengdu, Hangzhou, and other cities. Image source: FM93 Zhejiang Traffic Voice According to FM93 Zhejiang Traffic Voice, in December 2025, the “Snow King” flagship store will officially open in Zhejiang. The first floor will be the “drinks zone,” while the second floor will be the “sweet mini-mart,” including “Snow King’s magic shop” and a tea break area. This floor will sell “Snow King” IP merchandise such as a dance machine, plush fisherman hats, scarves, fridge magnets, DIY building blocks, glass cups, etc., along with Mixue Bingcheng solid beverages such as caramel nut latte coffee, grape oolong tea, and fruit tea with wine flavors. As of June 30, 2025, Mixue Group has established a network of over 53,000 stores globally (including China and 12 overseas countries), with 48,281 stores in China and 4,733 overseas. Source: National Business Daily Risk Disclosure and Disclaimer The market has risks; investment requires caution. This article does not constitute personal investment advice, nor does it take into account the special investment objectives, financial situation, or needs of individual users. Users should consider whether any opinions, views, or conclusions mentioned herein fit their particular situation. You are responsible for any investment decisions based on this article.