Every year, Mixue’s mascot Snow King goes on a seasonal trip. This spring, it headed to Jiangnan. While videos of it playing hide-and-seek in the tea fields, jogging around West Lake, and launching paper planes were popular, one clip stood out: Snow King awkwardly stood on a traditional Shaoxing swing. The image of its 200g inflatable body swaying against the scenic backdrop quickly went viral, racking up over 230,000 likes on Rednote.
Known for its goofy charm, Snow King once again became meme material. “You don’t look like you’re swinging—more like you’ve been hanged,” one user quipped. Others called it “a perfect snapshot of white-collar workers trying to fake a relaxed vibe,” striking a chord with young people’s shared self-mockery around pretending to chill.
The viral moment sparked a trend. Other brand mascots rushed to join in—Taobao’s mascot took a turn on the swing but ended up falling into the river. WeiLong Latiao’s alien mascot donned ancient robes for its swing debut. NetEase, HOT-KID, A Dream of Jianghu, and Shaoxing’s own local IP Xunge followed suit. For brands without access to the real swing, some even resorted to photoshopping their mascots onto it.
With one clip, Mixue turned a solo brand trip into an industry-wide social media moment. In today’s digital landscape, mascots have become more than just symbols—they’re a playful bridge between brands and younger audiences.
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