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Mixue Bingcheng is somewhat of a household name, though not necessarily due to its menu of desserts and tea. In Singapore, it's Mixue's snowman mascot that is winning the hearts of people with its candid street theatrics. Despite its casual marketing tactics, as showcased by the mascot, Mixue is a highly successful business, operating over 18,000 stores across Southeast Asia and China. However, this was not always the case. Mixue has a story of humble beginnings dating back to the 1990s when it
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