ChicEgo has officially announced its market relaunch, with the first batch of products scheduled to hit shelves in the fourth quarter of this year. The initial lineup will feature three classic flavors: Light Milk, Velvet Cocoa, and a combination of the two called Half-Half.

The new pricing strategy marks a dramatic shift for the brand, with the Light Milk flavor set at a suggested retail price of just 6.9 yuan per stick, while the Velvet Cocoa and Half-Half varieties will be priced at 7.9 yuan each. Despite the announcement, a quick search for "ChicEgo" across multiple e-commerce platforms reveals that no official storefront has been established yet.

Recent buzz around the brand was reignited when renowned livestreamer Luo Yonghao complained on Weibo about the taste of another ice cream brand, Wild Man, commenting that it was "far worse than ChicEgo," adding that he misses the latter. The brand's resurrection was further solidified at the 28th China Ice Cream Industry Expo held today, where ChicEgo showcased its products at a dedicated booth in the N6 premium exhibit zone.

Founded in 2018, ChicEgo quickly gained notoriety for its premium positioning, with most products priced above 10 yuan. Its famous "Ecuador Pink Diamond" popsicle, retailing at an eye-watering 66 yuan per stick, became an internet sensation. By 2021, annual sales had surpassed 1 billion yuan, earning the brand the nickname "Hermès of the ice cream world," with a valuation approaching 4 billion yuan at its peak.

However, the company's fortunes took a dramatic turn, and by 2025, it was forced into bankruptcy proceedings after becoming insolvent and unable to settle its debts. This May, 508 intangible assets belonging to ChicEgo Food (Shanghai) Co., Ltd., including trademarks such as "ChicEgo," "ChicEgo Low," and "ChicEgo's Cake," were sold at judicial auction for 21.1 million yuan. According to the National Enterprise Bankruptcy Reorganization Case Information Network, these assets have now been officially transferred to the buyer.