Leading beverage brand Mixue Bingcheng has posted multiple job openings related to amusement parks, sparking speculation about whether the company plans to build its own theme park. On February 3rd, inquiries were made to Mixue Bingcheng's official customer service, which responded: "We have recorded the relevant details and will forward them to the responsible department for verification." A review of job postings on BOSS Zhipin revealed that Mixue Bingcheng is currently hiring for positions including Park Performance Coordinator, Park Content Scriptwriter, Park Merchandise Coordinator, and Engineering Manager (Park Project). The monthly salaries for these roles range from 11,000 to 24,000 yuan, all requiring 5 to 10 years of work experience, with positions based in Zhengzhou, Henan province.
Among these, the Engineering Manager (Park Project) offers the highest salary bracket of 12,000 to 24,000 yuan. The responsibilities for this role include extensive experience in theme park project engineering, managing the entire process from planning and design to construction and opening, ensuring projects are delivered on schedule, within budget, and meeting quality standards. Candidates must have overseen at least one theme park project with an investment exceeding 200 million yuan and be familiar with amusement ride installation, thematic finishing techniques, and the engineering implementation of immersive experience projects like VR and special effects theaters.
The Park Performance Coordinator will be responsible for managing IP-based indoor theme park performance content, developing performances and IP interactions that align with the park's IP style and core values, and planning innovative performance and interaction programs tied to holidays or trending topics. The Park Content Scriptwriter's duties involve participating in the park design process, collaborating with internal and external teams to establish the park's story background and core narrative, weaving different rides, themed areas, and interactive elements into a cohesive and appealing experience through the IP, and regularly optimizing content for holiday events and thematic campaigns.
Notably, most of these park-related positions at Mixue Bingcheng require prior work experience at renowned parks like Disney or Universal Studios. For instance, the Park Performance Coordinator role demands over five years of experience in cultural tourism or theme park performance project planning, operation, or team management, with preference given to those with IP management experience at major parks like Universal, Disney, or Chimelong. The Park Content Scriptwriter must be familiar with the performance content logic of well-known IP parks domestically and internationally, such as Disney and Universal Studios. The Park Merchandise Coordinator is expected to understand trends in the cultural tourism IP merchandise market, including the operational models of brands like Pop Mart, Disney, and Universal Studios.
Mixue Bingcheng primarily sells fruit drinks, tea beverages, ice cream, and coffee products. It was listed on the Hong Kong Stock Exchange in March of last year, trading under the stock ticker "MIXUE GROUP." In recent years, the company has expanded into breakfast and beer businesses. Last October, Mixue Bingcheng announced an investment of 297 million yuan to acquire a 53% stake in Fulujia, marking its entry into the fresh draft beer sector.
Venturing into the theme park domain, Mixue Bingcheng has some foundational elements. Its personified IP mascot, "Snow King," along with the catchy jingle "You love me, I love you, Mixue Bingcheng is so sweet," has left a strong impression on consumers. An animated series featuring the IP, titled "Snow King Arrives," garnered significant attention upon its release, with the first three episodes surpassing two million views on Bilibili. For IP development and operations, Mixue Bingcheng previously established "Snow King Loves Animation Culture (Beijing) Co., Ltd.," which is primarily responsible for content operation, intellectual property protection, and commercialisation of the "Snow King" IP.
It was noted that recently, the Henan Provincial Department of Culture and Tourism, in its draft implementation plan for accelerating the construction of a modern cultural and tourism industry system to build a strong cultural and tourism province, mentioned Mixue Bingcheng twice. One mention involves supporting collaborations between cultural and creative design firms, internationally renowned branding agencies, and authorized enterprises of Henan's famous products, and supporting well-known trendy play brands like Pop Mart and Mixue Bingcheng in hosting debut events, first exhibitions, premieres, and establishing high-level cultural and creative flagship stores in Henan. The other focuses on promoting the integrated development of commerce, culture, and tourism, cultivating large-scale commercial-cultural-sports-tourism complexes, and actively applying to host (or establish) international and national commercial events, leveraging commercial brands like Pangdonglai and Mixue Bingcheng to create 20 new integrated commercial-cultural-tourism consumption scenarios.
The interim performance report for 2025 released by MIXUE GROUP shows that the company achieved revenue of 14.87 billion yuan in the first half, a year-on-year increase of 39.3%; gross profit was 4.71 billion yuan, up 38.3%; and net profit reached 2.72 billion yuan, growing 44.1% compared to the same period last year.
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