MIXUE: Build a Brand in 11 Countries with Global Cultural Matrix

MIXUE: How to Build a Brand in 11 International Markets with Global Cultural Matrix.

From Sam Hua: Hua & Hua may not be a global consultancy yet, but we’re certainly an influential presence across Asia!

We manage several well-known brands across the Asian market. Today’s featured case, MIXUE (International), spans an impressive 11 countries, covering eight Southeast Asian nations—Vietnam, Indonesia, Singapore, Malaysia, Thailand, the Philippines, Laos, and Cambodia—along with Japan, South Korea, and even Australia, making a total of 11 countries.

The MIXUE international project is one of the featured entries in the 11th Hua & Hua Million RMB Super Marketing Competition 2024, which is exclusively sponsored by Yan Palace. On 6 December, the project lead will be in Singapore to share insights into Hua & Hua’s work in building MIXUE’s brand presence across 11 International Markets. Following that, on 7 December, the China-Singapore Entrepreneurs Forum will offer a platform for open discussions on practical strategies and real-world experiences from businesses in China and Southeast Asia. Click below for more details!

MIXUE (International) Case Study

How to Build a Brand in 11 International Markets? Is it as simple as taking the same campaigns from China and replicating them abroad? Not at all! Hua & Hua’s Cultural Matrix Theory emphasizes that culture is a shared contract, a foundation of common experiences and knowledge. Marketing campaigns that succeed in China are rooted in Chinese cultural contexts, while overseas customers have their own customs and traditions. This makes it essential to adapt marketing thoughtfully to each unique cultural environment rather than simply copying campaigns.

In this article, we’ll explore how Hua & Hua has supported MIXUE in building its brand across 11 countries:

1. Global Cultural Matrix, Global Brand Design. Making the “Snow King” Universally Recognized Across 11 International Markets.

In Vietnam, there’s a popular saying: “Keep an eye on any vacant shop near your home—it’s likely to become a new MIXUE store soon!”

In Indonesia, many couples come to MIXUE on special days to express their gratitude to the Snow King for their family blessings. It’s even said that taking a girl to MIXUE is one of the most romantic gestures an Indonesian boy can make. Celebrating a birthday at MIXUE might even earn you an extra glance from someone special. Even the son of former Indonesian President Joko Widodo, during his visits to local communities, carries MIXUE’s iconic Snow King cup wherever he goes.

MIXUE has evolved beyond just a beverage brand; it now represents a lifestyle and a cultural symbol. Behind this transformation lies Hua & Hua’s profound branding philosophy: Super Sign and the Cultural Matrix.

The Cultural Matrix: Building a Global Brand Identity.

What is a Cultural Matrix? A Cultural Matrix is a shared cultural contract, a foundation of collective human experiences and knowledge. While every country, ethnicity, and region has its own unique culture, there are universal elements that resonate across these diverse backgrounds, creating connections that transcend borders.

For example, Hua & Hua created a slogan for Gu’an Industrial City: “I Love Beijing Tiananmen, 50 Kilometers Farther South.” This line draws on the universally recognized landmark of Tiananmen in Beijing, a symbol that resonates deeply with people across China.

MIXUE’s “Snow King” is built on a Cultural Matrix that resonates universally with customers worldwide—the culture of “ice and snow.”

To build a truly global brand, you need to start with an international mindset. It’s not about taking a local brand and trying to scale it globally; instead, it’s about designing the brand with “global DNA” from the very beginning. This global DNA is shaped by universal symbols and a cultural foundation that people everywhere can relate to. Only by tapping into a shared cultural foundation can a brand resonate with audiences worldwide and achieve remarkable reach and influence.

The Snow King is instantly recognizable, even in places like Vietnam and Indonesia, where it never snows.

It’s even well-loved in the Southern Hemisphere, in places like Australia. At the Brisbane trial opening, there was a 300-meter line at 8 p.m., At Sydney’s first store, the crowds continued even on the 12th day after opening.

In multicultural Malaysia, MIXUE has been warmly embraced, creating a sense of familiarity, preference, and desire that encourages global customers to choose the brand.

On TikTok, young people overseas have spontaneously started their own Snow King cosplay activities.

Snow King T-shirts and slippers are popular in Indonesian clothing stores, and it’s common to see customers wearing them visiting MIXUE.

The Cultural Matrix Theory isn’t limited to creating brand symbols; it can be applied across all forms of creative expression. Our brand song, “I Love You, You Love Me, MIXUE Ice Cream & Tea,” is a great illustration of this approach. By reinterpreting the globally popular American folk song “Oh! Susanna,” by tapping into this “cultural primal force,” the song goes viral and spreads its influence broadly and deeply.

This song has been played over 60 billion times worldwide. So, even if you haven’t tried MIXUE’s ice cream or fresh squeezed lemonade yet, chances are you’ve already heard the name MIXUE.

A little boy from Sumatra, visiting Bandung with his mother, made MIXUE his first stop. He could even sing the MIXUE brand song in Chinese, and it’s the only Chinese he knows!

MIXUE’s international brand marketing also leverages the “Cultural Matrix” approach. By aligning creative campaigns with local cultural festivals, MIXUE taps into shared cultural foundations, creating a connection with local customers through a common cultural bond. This strategy enables the brand to integrate seamlessly into local cultures, strengthening its presence.  

2. How to Create an International Marketing Calendar? Leveraging the Cultural Matrix to Build a Strong Brand.

A marketing calendar sets a company’s promotional and PR activities on a fixed, annual schedule. By consistently repeating these activities each year, they become anticipated campaigns for customers, creating a “brand biological clock” that strengthens brand connection and expectation.

Since 2018, Hua & Hua has worked closely with the MIXUE team to build a comprehensive marketing system in China. This includes four core themes that spotlight product promotions throughout the year: “Spring is Ice Cream Season,” “Fruit Tea on Ice, Your Summer Savior,” “The First Milk Tea of Autumn,” and “Stay Warm with Milk Tea as the Weather Gets Cold.” Additionally, three major campaigns focus on boosting brand value: the “520 Couple Certificate,” the “Lucky Bag Festival,” and the “Snow King Creativity Competition.”

Our “520 Couple Certificate” has been especially popular in China, with over 3 million certificates issued to date. It has become an essential part of life for many customers, who return to MIXUE every year to collect their Couple Certificate.

Does MIXUE’s international marketing calendar simply replicate its campaigns from China?

When it comes to international brand marketing, many people’s first thought is to simply translate campaigns from Chinese into English. But it’s not that simple. MIXUE’s marketing calendar in China is built around a Chinese Cultural Matrix, so overseas campaigns can’t just be replicated and translated.

The biggest challenge in MIXUE’s international marketing is balancing the distinct customs and traditions of 11 different countries, which adds significant complexity to managing the brand abroad.

So, what’s the best approach? It all goes back to Hua & Hua’s Cultural Matrix Theory, which emphasizes that any creativity should begin by identifying a relevant Cultural Matrix. By embedding the brand within a familiar cultural context and adapting it to make it uniquely our own, we transform it into a recognizable symbol or campaign. This approach allows the brand to harness the inherent value and meaning of the Cultural Matrix, and allows the brand to gain quick recognition and widespread appeal.

Since the “520” wordplay doesn’t translate internationally, how do we adapt MIXUE’s “520 Couple Certificate” for global audiences?

As many of you know, MIXUE’s “520 Couple Certificate” campaign has been incredibly successful in China, running for five years and becoming one of MIXUE’s biggest brand campaigns. However, the “520” wordplay doesn’t resonate internationally, so how do we adapt?

At its core, the “Couple Certificate” campaign is about leveraging the Cultural Matrix—tapping into cultural symbols and shared meanings.

The concept in China draws from the style of a marriage certificate, but overseas, marriage certificates are typically just simple documents, not the compact, book-like version familiar in China. So, we replaced our “Couple Certificate” with the idea of a “Love Certificate” to align with local expectations. 

And because “520” doesn’t carry the same meaning abroad, we moved the campaign from 20 May to 14 February, Valentine’s Day, which is widely recognized and celebrated worldwide. This way, the campaign maintains its cultural impact and appeal.

The “Snow King” takes on the role of Cupid, and people confess their feelings with lines like, “He won my heart when he gave me all his ice cream toppings.No one else would do that for me.”

Christmas Campaign: It’s not “Merry Christmas,” it’s “MIXUE Christmas,” with the Snow King throwing a party!

In Western countries, Christmas is the biggest sales season of the year and a highly competitive time for businesses. Coca-Cola’s Santa Claus, famously created by illustrator Haddon Sundblom for their holiday ads, is an iconic example. During the Christmas season in Japan, KFC’s sales over just one weekend can account for up to 10% of its annual revenue.

How did we approach MIXUE’s Christmas campaign? At the end of 2023, we designed a unique “MIXUE Christmas” event.

An essential step in finding a Cultural Matrix is identifying the traditional times, customs, and symbols associated with it. Hua & Hua’s method emphasizes embedding the brand within a familiar cultural framework, adapting it to create a unique symbol that can harness the value and meaning of that framework, achieving quick recognition and widespread appeal.

The project team identified the key elements of Christmas and decided to focus on Santa Claus, a figure recognized by customers around the world. We created the “Christmas Snow King” by giving the Snow King Santa’s most iconic features: the classic red suit, the hat, and, of course, a big white beard.

We also came up with a campaign slogan for MIXUE Christmas, transforming “Merry Christmas” into “MIXUE Christmas.” 

Hua & Hua’s approach emphasizes that the power of words often surpasses that of sentences. When you make a statement, people may be skeptical or put up a mental barrier. But when a concept is embedded in a single word or name, it’s received more openly. We aim for people to eventually say “MIXUE Christmas” as their holiday greeting.

Look at the illuminated Christmas Snow Kings, dressed in festive new outfits, are arriving in groups, bringing joy and sweetness to customers around the world.

The Dragon King might not always bring rain, but the Snow King never fails to bring snow!

Christmas represents a culture of ice and snow, which aligns perfectly with our brand’s identity. During the Christmas campaign, the Snow King brought this ice-and-snow culture to Southeast Asia, where snow doesn’t naturally fall. 

We even used snow machines in tropical countries like Bali. Imagine heavy snowfall in a place like that! While the Dragon King might not always bring rain, the Snow King never fails to bring snow.

For many local customers in Bali, their first experience of snow took place at MIXUE, becoming an unforgettable memory. The ultimate goal for a brand is to become part of the culture itself—to embed within the Cultural Matrix and become a lasting part of both history and the future. At Hua & Hua, we call this concept “Brand Custom Theory”—the idea that a brand can grow into a tradition, a custom, even a cultural symbol embraced by people in a specific region or, potentially, by people around the world.

“The Snow King with a Thousand Faces” Art Contest: Bringing the Snow King into the hearts of customers in Thailand, Indonesia, Malaysia, Laos, the Philippines, and Cambodia.

In June 2023, we launched the “MIXUE Coloring Contest”, inviting customers from various countries to depict their own version of the Snow King. The contest debuted in Vietnam, with its 97.4 million population, achieving 63 million online impressions—meaning 65% of people were aware of the event. Discussions on TikTok surpassed 20 million, surrounding merchandise sales doubled, and store sales increased by an average of 27.4%. The contest has since expanded to six other countries: Thailand, Indonesia, Malaysia, Laos, the Philippines, and Cambodia.

In 2024, to strengthen our connection with local customers, we introduced the second “MIXUE Coloring Contest” with the theme “Draw Your Vision of the Snow King.” The creativity from participants across various countries has been truly impressive, with artwork reaching an almost professional level. Let’s take a moment to enjoy some of these remarkable creations!

The “MIXUE Coloring Contest” is more than just a brand marketing event or competition. It’s an opportunity for cultural exchange and fusion.

Former Starbucks CEO Howard Schultz once said, “Culture trumps strategy. Growth is seductive; it can hide mistakes. But you can’t rely solely on growth to build a company unless you can anticipate its trajectory and invest accordingly. More importantly, you must continually invest in your company’s culture and values. That’s the reason for our success.”

What is culture? It’s the blend of material and spiritual contributions that humanity has created over time, though it often refers specifically to the spiritual side. At Hua & Hua, we see a brand as a collection of both tangible and intangible assets, with brandture focusing on the unique values and spirit a brand brings to the world. This culture consists of three types of wealth: emotional, intellectual, and life enrichment. Our goal is to build these forms of wealth for our customers, creating a distinctive brand culture for MIXUE.

Summary

MIXUE’s guiding philosophy is “Consumption Equality,” inspired by Coca-Cola’s idea that “kids in slums drink Coca-Cola, millionaires drink Coca-Cola, and no one gets a ‘better’ Coca-Cola just because they have more money.” MIXUE is dedicated to making high-quality ice cream and milk tea accessible to everyone around the world.

Recently, at MIXUE’s store in Sam Square, Bangkok, a tourist from China was thrilled to see that MIXUE’s fresh squeezed lemonade was still priced at just 4 yuan. They couldn’t contain their excitement, exclaiming, “It’s only 4 yuan—even abroad! So affordable!”

Whether you’re in Japan, South Korea, Singapore, Australia, or Southeast Asian countries like Indonesia, Vietnam, Malaysia, Thailand, the Philippines, Laos, or Cambodia, you’ll experience the same fresh squeezed lemonade and ice cream. This is the essence of MIXUE’s “Consumption Equality.”

To build a truly global brand, we need a broad, international perspective, an understanding of each country’s culture, and a diverse team with global reach. We’ve made significant strides in cultural integration and are seeing success, but we are still learning and growing, and we welcome more people to join us on this journey.

Translator | Liang Yingqi