{"id":48221,"date":"2025-10-15T08:49:52","date_gmt":"2025-10-15T08:49:52","guid":{"rendered":"https:\/\/daoinsights.com\/?p=48221"},"modified":"2025-10-15T08:50:23","modified_gmt":"2025-10-15T08:50:23","slug":"mixue-novel-goes-viral","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/mixue-novel-goes-viral\/","title":{"rendered":"Mixue goes viral for printing serialised novels on their receipts\u00a0"},"content":{"rendered":"\n<p>Chinese ice-cream brand, Mixue (\u871c\u96ea) has made an online splash by turning its receipts into pages of a serialised novel. Now when you buy an ice cream, you get a story too. The elements of the story link together to form a whole book of over 20 installments. The story in question is called <em>Xue Wang Sells Coffee in Ancient Times<\/em> (\u96ea\u738b\u5728\u53e4\u4ee3\u5356\u5496\u5561) \u2013 a time-slip caper starring Mixue\u2019s snow-king mascot and sidekick Little Lemon running a cafe in a dynastic town.\u00a0\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>#\u871c\u96ea\u51b0\u57ce\u5c0f\u7968\u85cf\u8fde\u8f7d\u5c0f\u8bf4# got 37.9 million views on Weibo<\/li>\n\n\n\n<li>#\u7f51\u53cb\u62fc\u871c\u96ea\u5c0f\u7968\u770b\u8fde\u8f7d\u5c0f\u8bf4# got 2.63 million views on Weibo<\/li>\n<\/ul>\n\n\n\n<p>The novel spread like wildfire across Weibo, where posts asking, \u2018who has the next chapter?\u2019 quickly snowballed, and comment sections brimmed with users attempting to stitch the story together from other people\u2019s receipts.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/\u70b9\u4e86\u676f\u871c\u96ea\uff0c\u7adf\u7136\u8fd8\u7ed9\u6211\u770b\u5c0f\u8bf4\u8fde\u8f7d\uff1f_1_\u871c\u96ea\u51b0\u57ce_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1024.jpg\" alt=\"Mixue novel printed on a receipt\" class=\"wp-image-48222\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/\u70b9\u4e86\u676f\u871c\u96ea\uff0c\u7adf\u7136\u8fd8\u7ed9\u6211\u770b\u5c0f\u8bf4\u8fde\u8f7d\uff1f_1_\u871c\u96ea\u51b0\u57ce_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-768x1024.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/\u70b9\u4e86\u676f\u871c\u96ea\uff0c\u7adf\u7136\u8fd8\u7ed9\u6211\u770b\u5c0f\u8bf4\u8fde\u8f7d\uff1f_1_\u871c\u96ea\u51b0\u57ce_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-225x300.jpg 225w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/\u70b9\u4e86\u676f\u871c\u96ea\uff0c\u7adf\u7136\u8fd8\u7ed9\u6211\u770b\u5c0f\u8bf4\u8fde\u8f7d\uff1f_1_\u871c\u96ea\u51b0\u57ce_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-400x533.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/\u70b9\u4e86\u676f\u871c\u96ea\uff0c\u7adf\u7136\u8fd8\u7ed9\u6211\u770b\u5c0f\u8bf4\u8fde\u8f7d\uff1f_1_\u871c\u96ea\u51b0\u57ce_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-800x1067.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/\u70b9\u4e86\u676f\u871c\u96ea\uff0c\u7adf\u7136\u8fd8\u7ed9\u6211\u770b\u5c0f\u8bf4\u8fde\u8f7d\uff1f_1_\u871c\u96ea\u51b0\u57ce_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248.jpg 1080w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><figcaption class=\"wp-element-caption\"><sub>A short story printed on a Mixue receipt. Image: Rednote\/\u871c\u96ea\u51b0\u57ce<\/sub><\/figcaption><\/figure>\n\n\n\n<p>The receipts doubled as a creative prompt. The finale printed on some slips ended with \u2018the ending is up to you\u2019, inviting consumers to write their own conclusions and effectively turning low-value paper into a co-creation canvas. <\/p>\n\n\n\n<p>That interaction \u2013 fans swapping slips, trading screenshots, and proposing endings \u2013 helped push hashtags such as #Netizens piece together Mixue receipts to read a serialised novel (#\u7f51\u53cb\u62fc\u871c\u96ea\u5c0f\u7968\u770b\u8fde\u8f7d\u5c0f\u8bf4#) and #Mixue receipts hide a serialised novel (#\u871c\u96ea\u51b0\u57ce\u5c0f\u7968\u85cf\u8fde\u8f7d\u5c0f\u8bf4#) onto trending lists.\u00a0<\/p>\n\n\n\n<p><strong>Mixue has now looped the stunt, printing the early chapters again so that latecomers can still read the full arc. <\/strong>Chapters have also been uploaded to its official Weibo for a one-sitting binge.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"542\" data-id=\"48224\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/659bce00ly1i65v1n1lsaj214b0vntgx.jpg\" alt=\"Mixue novel printed on a receipt\" class=\"wp-image-48224\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/659bce00ly1i65v1n1lsaj214b0vntgx.jpg 690w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/659bce00ly1i65v1n1lsaj214b0vntgx-300x236.jpg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/659bce00ly1i65v1n1lsaj214b0vntgx-400x314.jpg 400w\" sizes=\"auto, (max-width: 690px) 100vw, 690px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"450\" data-id=\"48223\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/659bce00ly1i65v1ozkb8j21c70vfttv.jpg\" alt=\"Mixue novel printed on a receipt\" class=\"wp-image-48223\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/659bce00ly1i65v1ozkb8j21c70vfttv.jpg 690w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/659bce00ly1i65v1ozkb8j21c70vfttv-300x196.jpg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/659bce00ly1i65v1ozkb8j21c70vfttv-400x261.jpg 400w\" sizes=\"auto, (max-width: 690px) 100vw, 690px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption wp-element-caption\"><sub>Stories swapped online. Image Weibo\/\u871c\u96ea\u51b0\u57ce<\/sub><\/figcaption><\/figure>\n\n\n\n<p><strong>What Mixue have done is an excellent example of micro-media marketing, a method that\u2019s proving increasingly effective in China.<\/strong> Crucially to all of this, Mixue has also threaded the story into its broader IP machine. At its core it\u2019s about doing small, attention-grabbing stunts as opposed to broad sweeping campaigns.\u00a0\u00a0<\/p>\n\n\n\n<p>The story\u2019s tone and tropes mirror the brand\u2019s short-drama playbook. <a href=\"https:\/\/daoinsights.com\/news\/mixue-bingcheng-to-release-first-ever-animation-adapted-from-a-milk-tea-brand\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mixue has already produced a mascot-led animated series<\/a> and is planning a micro-drama rollout on Douyin, Biliili and other platforms. The receipt stunt builds character recognition and drives hype for all this IP expansion, but most of all creates massive engagement \u2013 and all by turning their tills into a printing press. \u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chinese ice-cream brand, Mixue (\u871c\u96ea) has made an online splash by turning its receipts into pages of a serialised novel. Now when you buy an ice cream, you get a story too. The elements of the story link together to form a whole book of over 20 installments. The story in question is called Xue [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":48225,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[64,69,62],"class_list":["post-48221","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-entertainment","tag-industries-food-beverage","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mixue goes viral for printing a serialised novel on their receipts\u00a0<\/title>\n<meta name=\"description\" content=\"Mixue serialised a novel on their receipts. Now they&#039;re going viral in China. 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