ON the day before New Year’s Eve, powerful gusts swept through New York, battering the city with brutal winter weather, making it feel like minus 10ºC. But outside a newly opened Mixue store in Koreatown, dozens of customers waited in line patiently.
In a stark contrast to the freezing streets, the storefront felt unusually lively. Two staff members dressed in Mixue’s signature snowman costumes greeted customers and passersby, while the brand’s upbeat theme song played in the background, repeating its familiar refrain: “I love you, you love me, Mixue Ice Cream and Tea.”
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