With May 20 approaching, brands are getting ready for China’s unofficial Valentine’s Day. The numbers “520” sound like “I love you (我爱你)” in Mandarin, making it a popular day for expressing affection.
This year, Mixue is bringing back its well-loved “Couple Certificate” campaign and expanding it online for the first time. The digital set includes a virtual certificate, four themed stickers, and three hidden bonuses. In stores, customers who spend 12 RMB (about 1.60 USD) during the promotion will get two printed certificates and a mystery ring box, adding a bit of fun to the celebration.
In addition to the annual campaign, Mixue has teamed up with Chow Tai Seng Jewellery to launch limited-edition gold accessories, including charm bracelets and pendants. The partnership follows Chow Tai Seng’s previous collaborations with brands like Want Want and KFC, as it continues to explore co-branded marketing.
Gold jewelry offers more than emotional value—it’s also considered a safe investment, especially as prices continue to rise. By combining Chow Tai Seng’s craftsmanship with Mixue’s popular Snow King mascot, the collection adds a playful, youthful twist to traditional gold. It’s designed to appeal to young shoppers looking for gifts that are both personal and meaningful, especially on special days like 520.
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