Icecream [exclusive] — Mixue

What Zhang understood — before Harvard MBAs wrote case studies about it — is that . It’s a daily ritual for people who work hard. His customers weren’t Instagram foodies. They were students, taxi drivers, factory workers, and grandmas taking grandkids for a walk.

But Zhang Hongchao, now a billionaire several times over, has a quiet answer. In a rare 2023 interview, he said: “I don’t want to be the Apple of ice cream. I want to be the chopsticks of ice cream — everywhere, useful, and nobody thinks about it twice.” mixue icecream

So the next time you see that grinning snowman, don’t ask if it’s good. Ask why you’re already holding a cone. What Zhang understood — before Harvard MBAs wrote

The sign is unmistakable: a cartoon snowman wearing a red imperial crown, grinning like he knows a secret. The secret? You don’t need to be fancy to be unstoppable. In 1997, a young man named Zhang Hongchao opened a shaved-ice stall in Zhengzhou, central China. He had no investors, no marketing budget, and one broken freezer that thawed every afternoon. He sold bowls of sweet red beans over crushed ice for pennies. They were students, taxi drivers, factory workers, and

That’s the real feature. Not a product. Not a price point. A .

By 2006, he pivoted to soft serve. By 2020, Mixue had more outlets in China than McDonald’s and KFC combined . Today, it operates over across 11 countries, from Vietnam to Australia to the Philippines.

Here’s a feature-style look at — the Chinese dessert chain that took over the world with dollar menus and dancing snowmen. The Snow Monster That Conquered the World: Inside Mixue’s Sweet, Sticky Empire On a sweltering Bangkok street, next to a luxury mall and a gold shop, a line snakes 20 people deep. They’re not waiting for Michelin-starred Thai food. They’re waiting for a $1 soft-serve cone from a Chinese brand called Mixue.