Core Viewpoint - The first "Snow King Indoor Paradise" project of Mixue Ice City is located in Zhengzhou, with various aspects of the project progressing steadily [1] Group 1: Project Overview - The indoor paradise is centered around the "Snow King" IP, creating a sweet and fantastical "Snow King" world [1] - The project includes multiple themed experience zones that integrate the global headquarters, flagship store, and theme park, forming a "play + shopping + experience" tripartite system [1] Group 2: Brand Development - The "Snow King" IP has become deeply ingrained in consumer consciousness since its debut in 2018, characterized by a snowman figure wearing a crown, red cape, and holding an ice cream scepter [1] - The popularity of the "Snow King" theme song and related content has significantly increased both online and offline influence, enhancing brand recognition [1] Group 3: Consumer Experience - The project aims to elevate consumer experiences from simply enjoying a drink to immersively exploring the "Snow King World" [1]