How the Fastest Growing Fast-Food Brand Went Global with the Madrid System
MIXUEBINGCHENG Co., Ltd ("MIXUE") started out life as a modest ice cream stall in the streets of Zhengzhou in China’s Henan Province in 1997. Today, it’s a household name across China and beyond, serving up ice cream, fruit drinks, teas, and coffee, to millions every day.
So how did a tiny, local stall achieve such sweet global success? By combining:
- Innovation – Consistently investing in new and exciting products.
- Smart pricing – Finding the right balance between quality and affordability.
- Market research – Prioritizing customer trends and tastes.
- Catchy marketing – Creating a unique and loveable brand ambassador.
- Trademark protection – Keeping their brand and business safe in new markets.
From ice-cream stall to franchise giant: MIXUE’s journey
Back in June 1997, Zhang Hongchao – a college student from Henan Province – took on a part-time job at a drinks kiosk to help support his family. It was a simple gesture that would spark a life-changing idea.
With a small loan from his grandmother, Zhang set up a shaved-ice stall in his hometown of Zhengzhou. It was a short-lived venture but – not one to give up easily – Zhang tried a new approach. This time, he focused his efforts on ice-cream products. His mission was simple; to make ice-cream affordable and accessible to everyone. He named his new venture “Mìxuě Bīngchéng”, literally translated as “sweet snow, ice palace”.
The foundations for what would eventually become MIXUEBINGCHENG Co., Ltd. had been laid.
Mixue “Snow King”: An instantly recognizable, cultural icon
Rapid expansion brought challenges for MIXUE — not least, standing out in a crowded market. The answer came to them in 2018 in the form of a game-changing branding move that would give MIXUE a face and elevate it to new heights. “Snow King” (“雪王”), a cheerful crown-wearing snowman, would become the company’s official mascot and brand ambassador.
Created to humanize the brand and connect with younger audiences, Snow King quickly became much more than just a logo. With a vibrant mix of audio, video, and animated content, he evolved into a cultural symbol helping turn MIXUE into a brand people could recognize, relate to, and love.
Biggest fast-food chain in the world by store count
Today, MIXUE has a network of more than 46,000 franchise-based outlets in China and across 11 other countries, making it one of – if not the – leader in its field, by store count.
The company operates under two core brands:
- MIXUE – known for its freshly made tea drinks and ice cream; and
- LUCKYCUP – specializing in freshly made coffee.
The name “MIXUE” blends the Mandarin words Mi (“honey”) and Xue (“snow”) – a nod to the brand’s refreshing signature products. Together they convey the meaning “snow that’s sweet like honey”.
Cost-efficiency and simplicity: key to protecting Mixue’s brand internationally
Intellectual property (IP) protection has been a major driving force behind MIXUE’s global expansion.
“Our mission is to make our brands stronger, make our partners more successful, and enable everyone around the world to enjoy high-quality, affordable and delicious drinks that blend authentic Chinese flavors with international standards.”
MIXUE
The company filed its first national trademark — “蜜雪冰城” (MìxuěBīngchéng) — in 2007. Today, MIXUE and its affiliates have registered more than 5,000 trademarks worldwide. It’s a trademark portfolio that has been anything but simple to build.
“Different trademark standards and procedures across our target markets have made global trademark protection extremely complex,” the company explains. “Our products span multiple classes of goods and services, and registering trademarks in each country is expensive.”
MIXUE needed a breakthrough solution to protect and manage its brands globally.
WIPO’s Madrid System – The game changer
In November 2024, MIXUE filed two international trademark registrations through WIPO’s Madrid System in order to:
- Optimize its trademark portfolio;
- Enhance its international trademark protection; and
- Proactively address IP challenges in its global market development.
Through each application, MIXUE seeks protection in a staggering 94 of the 131 markets covered by the Madrid System – including all members of the African Intellectual Property Organization and the European Union IP Office.
The leading factors behind choosing WIPO’s Madrid System?
- Cost efficiency: “Application fees are significantly lower than for filing national registrations, particularly for bulk filings covering multiple classes and countries,” explains MIXUE.
- Streamlined process: “We were able to file applications in Chinese language and send documents directly to the China National Intellectual Property Administration (CNIPA). We didn’t need to get everything translated or notarized, country by country.”
- Priority protection: “We could benefit from a six-month priority claim period on our national Chinese trademark registration in other Madrid System markets, effectively preventing trademark squatting.”
- Flexible expansion: “We’ll be able to extend protection at any time through the Madrid System’s subsequent designation feature.”
“With the Madrid System, we’ll be able to extend geographical protection of our brand to new markets when and where we need to.”
MIXUE
Innovation, branding and strategy: The perfect recipe
From a university student's part-time job to a 46’000-strong outlet empire, MIXUE's journey illustrates how the right combination of innovation, branding, and strategic IP protection can turn a local success into a global phenomenon.
MIXUE’s remarkable transformation didn't happen overnight—it was built on a foundation of strategic decisions and a clear understanding that global expansion requires more than just a good product — it demands legal foresight and solid trademark protection.
With its cross-border brand protection growing across key international markets – and a proven business model that resonates well with consumers – MIXUE is well-positioned to continue its expansion into new territories.
Find out more about MIXUE’S international trademark registrations.
More about the Madrid System
The Madrid System is a convenient and cost-effective solution for registering trademarks in up to 130 countries by filing one application in one language and paying one set of fees.
