Recently， numerous netizens have reported discovering that their purchase receipts from Mixue Ice Cream & Tea include printed segments of a novel. This has led to a lively exchange in online comment sections， with users sharing the different chapters they’ve encountered on their receipts， effectively creating a “chapter swap station.”
The serial novel， titled “The Snow King Sells Coffee in Ancient Times，” comprises 20 chapters. Starting in September， these chapters were randomly printed on receipts issued by Mixue Ice Cream & Tea stores nationwide， allowing customers to collect them with every purchase.
The narrative follows the “Snow King” and his companion， Little Lemon， as they travel back in time to establish and run a coffee shop. Intriguingly， each chapter concludes with an interactive message: “The story’s ending is up to you to decide.” This interactive element was designed to foster engagement and a sense of co-creation with the audience.
To ensure that all customers could access the complete story， the brand has also compiled all 20 chapters and made them available on its official Weibo account. This move ensures that even those who missed out on collecting specific chapters can still enjoy the full narrative.
According to store staff， this initiative was a company-wide promotional campaign. The printing of novel chapters on receipts has now concluded， with no further printings scheduled from October 8th onwards. This indicates a finite duration for the campaign， a common practice for such marketing efforts to create a sense of timely opportunity.
This creative marketing strategy by Mixue Ice Cream & Tea serves multiple purposes. Firstly， it adds a unique and engaging element to a routine transaction， transforming a simple receipt into a collectible item. This can enhance customer loyalty and provide a memorable brand experience. Secondly， by distributing the story in fragments， it encourages repeat purchases and fosters word-of-mouth promotion as customers discuss their findings and seek to complete their collections. The narrative itself， with its blend of fantasy and entrepreneurship， aligns with themes of ambition and adventure， potentially resonating with a younger demographic that forms a significant portion of the brand’s customer base. By ultimately providing the full story online， the brand demonstrates a commitment to customer satisfaction and inclusivity， ensuring that the campaign’s impact is maximized.
