Core Insights - The company, Mixue Ice City, is officially launching a themed amusement park called "Snow King City Theme Park" in Zhengzhou, which is a key supported project by the local government [1][3] - The park will be located near the Mixue Ice City headquarters and aims to create a unique experience combining play, shopping, and interaction [5][11] Recruitment and Job Opportunities - Mixue Ice City has posted several job openings related to the amusement park, including positions for performance coordination, content writing, project management, and product coordination, with monthly salaries ranging from 10,000 to 24,000 yuan [3][5] Themed Park Features - The amusement park will focus on the "Snow King" IP and will feature multiple indoor themed experience areas, integrating the global headquarters, flagship store, and the amusement park into a cohesive experience [5][11] - The area is already popular among young people and tourists, featuring large sculptures and cultural displays [5] IP Development and Media Engagement - Mixue Ice City is actively developing its IP, having launched original animations and short dramas that have garnered high ratings on platforms like Bilibili, indicating strong audience engagement [5][7] - The company has also been expanding its merchandise offerings, with flagship stores selling various themed products [11] Expansion Plans - By June 30, 2025, Mixue Group plans to have over 53,000 stores globally, with 48,281 in China and 4,733 overseas, showcasing significant growth in its retail presence [11]

Core Viewpoint - The recent job postings by Mixue Ice City related to the "Snow King" theme park project have sparked significant public interest, suggesting preparations for a theme park rather than a typical brand activity [1][5]. Group 1: Job Postings and Roles - Mixue Ice City has listed various job openings including roles such as theme park content writer, performance coordinator, project engineering manager, and product coordinator, with monthly salaries ranging from 10,000 to 24,000 yuan [1][2]. - The roles will involve creating a comprehensive story background and core narrative for the "Snow King" IP, linking amusement projects and interactive elements into an immersive experience [2][3]. Group 2: Requirements and Expectations - Candidates are expected to have over five years of scriptwriting experience and familiarity with the performance logic of renowned theme parks like Disney and Universal Studios, capable of translating abstract concepts into executable content [3][2]. - The positions will also require designing daily interactive dialogues and scene scripts to ensure a consistent character portrayal that is "cute, friendly, and memorable" [2][3]. Group 3: Company Developments and IP Strategy - Mixue Ice City is accelerating its IP operations, having launched original animations such as "Snow King is Coming" in 2023, which received high ratings on platforms like Bilibili [5][9]. - The company is also expanding its product offerings, with flagship stores in cities like Zhengzhou, Chengdu, and Hangzhou, selling merchandise related to the "Snow King" IP [9][11]. - As of June 30, 2025, Mixue Group has established over 53,000 stores globally, including 48,281 in China and 4,733 overseas [11].