The two-story, 700-square-meter store occupies a standalone red, curved building covered with snowman motifs. [Photo/WeChat account: xixi-intime]

Mixue Ice Cream & Tea, a massive, affordable Chinese chain known globally for its inexpensive ice cream cones, bubble teas, and fruit drinks, opened its first flagship store in Hangzhou for trial operations on Dec 24 at Xixi Intime City shopping complex.

The two-story, 700-square-meter store occupies a standalone red, curved building covered with snowman motifs, quickly drawing long lines of fans despite its non-downtown location.

Blending local Hangzhou elements with the brand's Snow King mascot, the flagship offers drinks, limited-edition items and cultural merchandise. The store is set to officially open on Dec 31, marking Mixue's latest move to upgrade its brand image and expand its presence in higher-tier cities.

The store is crowded with consumers on the opening day. [Photo/WeChat account: duchenghz]