Editor's note: Chinese ice cream and tea giant Mixue has opened a promotional pop-up at Beijing Daxing Paradise Walk, featuring 55 official Snow King mascot figures, two 10-meter giant installations, and artificial snowfall in a winter-themed display. The pop-up runs through Aug. 31.

The showcase includes three zones: Snow King Station, Forest Cinema and Snow Shadow Maze. Visitors can watch Snow King animations in five languages, see roaming parades and stage performances, and shop at a pop-up store selling exclusive merchandise and three Beijing-only ice-cream flavors.

The display features Snow King figures in various costumes, including a Peking Opera version, representing the brand's blend of global and local themes.

Mixue Ice Cream and Tea, founded in 1997 in Zhengzhou, operates more than 46,000 franchised locations across 12 countries, making it the world's largest fast-food chain by store count, ahead of McDonald's and Starbucks.

A large Mixue Snow King mascot holding an ice cream cone stands as the centerpiece of the Mixue pop-up experience in the atrium of Beijing Daxing Paradise Walk in Beijing, Aug. 13, 2025. The winter-themed display features dozens of smaller Snow King figures arranged along a blue walkway and artificial snow decorations throughout the mall space. [Photo by Liu Ziying/China.org.cn]