Mixue Bingcheng (蜜雪冰城) has turned a field-side act of kindness into a structured brand narrative built around agri-support. It was a spur-of-the-moment play after Taiwanese singer-songwriter, actor, and TV personality Kenji Wu (吴克群) helped an injured elderly strawberry farming couple in Anhui sell their harvest. It’s not his first rodeo.
It was peak strawberry season. A car accident had left the couple unable to manage a greenhouse full of ripe fruit. Wu stepped in to connect them with Mixue Bingcheng, which was already running large-scale fresh strawberry procurement locally. The result was potential loss was converted into income.
Rather than letting the moment pass as a one-off story, Mixue formalised the relationship. The brand named Wu its ‘agricultural support partner’ and ‘real fruit tea witness,’ reframing a spontaneous intervention as part of a longer-term sourcing and rural support strategy. It also reiterated commitments to continue purchasing qualified strawberries from production hubs such as Changfeng (长丰), extending its model of focussing on origin as the backbone of its supply.
The campaign’s mechanics sit in the details. Wu’s handwritten message – thanking participants for ‘doing the impossible together’ and turning small ‘berry’ acts into something meaningful – now appears on customer receipts, co-signed with the brand’s Snow King (雪王) mascot. This builds on Mixue’s earlier experiments with receipt-based storytelling, but shifts the function from entertainment to embedded CSR.
What’s happening here is also about system design. Mixue shows agri-support is linking upstream sourcing with downstream consumption, making the supply chain visible at the point of purchase. It’s a tried and tested F&B tactic. Consumers see it and understand they’re not just buying a product, they’re participating in chain of purchases and preparation. In this case, they also get the powerful feeling of knowing their choice has delivered support.
