Mixue Song: Surprising Story of the Happy Snow King Jingle
Mixue Song: The Happy Snow King Jingle Everyone Hums After One Visit
Walk into a Mixue outlet in Kuala Lumpur, Penang or Johor Bahru, and the Snow King jingle greets you before you even read the menu. You order a lemon tea or a sundae, step back outside, and two hours later you are still humming it. Millions of people know that feeling, and fans love it.
That cheerful little tune is one of the most successful pieces of food-brand music to come out of China in years. Here is the story behind it, from a 19th-century folk melody to billions of views online.
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Mixue Song Quick Facts
| Detail | Answer |
|---|---|
| Common names | Mixue song, Mixue jingle, Snow King song, Mixue theme song |
| Brand | Mixue Bingcheng (蜜雪冰城) |
| Mascot | Snow King (雪王) |
| Original melody | “Oh! Susanna” by Stephen Foster (1840s American folk song) |
| Release date | December 23, 2019 |
| Launch languages | Mandarin and English |
| Mixue founder | Zhang Hongchao |
| Brand hometown | Zhengzhou, China |
| Social media exposure | Over 8.7 billion views by end of 2023 (per Mixue’s IPO prospectus) |
What Is the Mixue Song?
The Mixue song is the brand’s official theme jingle. It repeats one simple, sweet message of love for Mixue, and outlets play it on loop all day. You will also hear it in ads, store-opening videos and fan clips across TikTok and Instagram.
The song belongs to Snow King, the round, crowned snowman mascot who holds an ice cream cone. Together, the mascot and the jingle give Mixue a friendly personality that kids, students and office workers all recognise in seconds.
Here is the fun part. The melody started life in America, not China. Mixue borrowed the tune of “Oh! Susanna,” the Stephen Foster folk song from the 1840s, and paired it with new Mandarin lyrics about how sweet Mixue Bingcheng is. Because people around the world already knew that melody, the Mixue version felt familiar from the very first listen.
Where the Mixue Jingle Came From
Mixue grew from a tiny shaved-ice stall in Zhengzhou into one of the largest food and drink chains on the planet, with more locations worldwide than McDonald’s. The Snow King song arrived as part of a bigger plan to give the brand a lovable face.
| Year | Milestone |
| 1997 | Zhang Hongchao opens a small shaved-ice stall in Zhengzhou |
| 2018 | Mixue introduces the Snow King mascot |
| 2018 | Zhang sets up the Snow King Animation Company, which later produces a well-rated animated series |
| December 23, 2019 | The Mixue theme song launches in Mandarin and English |
| End of 2023 | Snow King and jingle topics pass 8.7 billion social media views; membership tops 215 million |
| 2025 | Mixue lists on the Hong Kong Stock Exchange and opens its first New York store |
The mascot and the song were designed to work as a pair: a happy character with no celebrity attached, and a tune so simple that anyone can hum it after hearing it once.
How Far the Snow King Song Has Travelled
The Mixue jingle turned into a full fan culture, and the numbers show how much people enjoy it:
- Over 8.7 billion cumulative social media views tied to Snow King and the jingle by the end of 2023
- More than 215 million Mixue members around the same time
- A fan account called “Snow King Diary” on RedNote that follows the mascot’s adventures across China
- Traditional Tang Sancai-style ceramic Snow King figures commissioned by the brand
- Giant Snow King ice sculptures at winter festivals in northeastern China, one reported at 18 metres tall
When Mixue opened in New York, the jingle crossed the ocean too. American reviewers joked about it popping into their heads at random moments, the same happy complaint Malaysian fans have been making for years.
The Mixue Song in Malaysia
Malaysia has given the Snow King song a warm local fan base of its own. Outlets here usually play the Mandarin version, and Malaysians of every background sing along whether or not they speak Mandarin.
Local fans care about it so much that Malaysian content creators have gone searching for the singer behind the version played in Malaysian outlets. People hunting down the voice behind a dessert-shop jingle tells you how strongly the song has settled into everyday life here.
You will often spot the jingle in:
- Grand opening videos of new Mixue outlets across Malaysia
- Malaysian TikTok trends, dance clips and funny skits
- Reaction videos from first-time visitors
- Kids’ birthday party videos featuring the Snow King mascot
Why the Mixue Jingle Is So Catchy
| Reason | What Mixue did | Why you remember it |
| A melody people already knew | Built on “Oh! Susanna” | Your brain recognises the tune instantly |
| Constant repetition | Played on loop at tens of thousands of outlets | Every visit adds another listen |
| A mascot with no risks | Snow King instead of a celebrity | He never ages, changes, or gets into trouble |
| Freedom for fans | Let people remix and joke about Snow King online | Fans keep the song alive for free |
| Simple, sweet message | One short line repeated with joy | Easy to sing, hard to forget |
Brand analysts point to that last two points in particular. Mixue lets fans give Snow King their own personality online, so the character feels like a shared joke everyone is part of instead of an ad pushed at them
Mixue Song Lyrics in English, Pinyin and Chinese
Plenty of readers arrive here looking for the lyrics in Hanzi, Pinyin, English or Malay. We keep this page lyric-free in every language and script, because the words belong to Mixue and are protected by copyright. Translations and romanised versions count too.
The good news: you can enjoy the official words easily through these sources:
- Mixue’s official social media pages, where branded videos show the song with on-screen text
- Licensed lyrics platforms such as Genius, which hold the rights to display lyrics
- The official English version Mixue released alongside the Mandarin original in 2019
Where to Listen to the Mixue Song
| Platform | What to search | What you will find |
| Any Mixue outlet | Just walk in | The jingle playing live on loop |
| YouTube | “Mixue theme song official” | Official music videos and ads |
| TikTok | “Mixue Snow King song” | Covers, dance trends, outlet visits |
| Mixue social pages | Mixue Malaysia official account | Promos and new outlet launches |
| RedNote | “Snow King Diary” | Fan stories about the mascot |
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Final Verdict
The Mixue song works because it does a simple thing very well. Mixue took a melody the world already knew, gave it a cheerful new message, and played it at every outlet until it became part of the experience of buying an ice cream or a cup of lemon tea. Six years after its release on December 23, 2019, the Snow King jingle still pulls in new fans, from TikTok creators in Kuala Lumpur to first-time visitors in New York.
For Malaysian fans, the song has turned into something more personal. It plays during after-school treats, weekend mall trips and grand opening queues, and people now go looking for the voice behind the local version. Few fast-food jingles earn that kind of affection.
If you want the full Snow King experience, visit your nearest Mixue outlet, order your favourite drink, and let the jingle do the rest. Before you go, check our Mixue Malaysia menu with the latest prices so you know exactly what to order
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Last updated: November 2026
