On March 26th and 27th, a media tour for the online campaign "A Look at China in the Start-up Year: So This is Henan" visited Zhengzhou, experiencing firsthand the urban vitality of the Snow King IP and the cultural appeal of immersive theatrical performances.

**IP Wave: MIXUE GROUP's Popularity and Everyday Consumer Joy** "I felt a bit out of touch arriving at the MIXUE GROUP headquarters; I only knew about Snow King, but I didn't realize there was also a Snow Sister standing beside him," remarked one visitor. The two charming mascots at the entrance of MIXUE GROUP's flagship headquarters store in Zhengzhou immediately attracted attention, with a journalist quickly stepping forward for a photo. Another reporter expressed astonishment at Zhengzhou's dramatic transformation: "When I came in 2013, this area was like a 'major construction site,' but now it's bustling and modern." He even joked that MIXUE GROUP is a "delayed cultural and creative store," noting that while it seems like an ordinary drink shop elsewhere, the headquarters revealed a surprising variety of creative merchandise. A popular online influencer, after carefully selecting items in the flagship store's creative zone, exclaimed, "It truly is a global MIXUE GROUP! It was my first time in such a creative area; I bought two large bags—it's incredibly engaging to explore." In his view, MIXUE GROUP's massive success stems from accurately identifying public needs, creating products that are closely connected to people's daily lives and deeply resonate with them. Data shows that by the end of 2025, MIXUE GROUP had approximately 60,000 stores globally. Its precise positioning of "high quality and affordable prices" has not only driven supply chain upgrades and expanded employment but has also ensured that the benefits of brand development genuinely reach the public, becoming a warm and sweet hallmark of everyday life.

**Performance Wave: Only Henan Leads with Culture-Infused Happiness** If MIXUE GROUP offers sweet warmth for daily life, then the performances at the Only Henan·Drama Fantasy Kingdom touch the soul, imparting a profound sense of happiness rooted in culture. Built on the deep foundation of Yellow River culture, it features 21 distinctive theaters and nearly 800 minutes of non-repeating performances, making it one of the largest drama cluster complexes in China. "The actors' immersive performances and their deep reflection on history made me feel the depth of Henan's culture," shared one visitor leaving a theater, visibly moved. "It was a spiritual baptism, helping me understand my roots and where I am heading in the future." A representative for the complex explained, "Through productions like 'Li Village' and 'Railway Station,' we aim to help people understand the meaning of cherishing and appreciating blessings, which is a key reason why so many young people are drawn here." Currently, young people constitute 85% of the visitors, with many traveling long distances for repeat visits. One reporter praised the experience: "The integration of theater and the scenic area is nearly perfect. The 'all-you-can-choose' model offered by over 20 plays completely reshaped my understanding of cultural tourism." As a phenomenal cultural tourism landmark, Only Henan·Drama Fantasy Kingdom has hosted over 50 million visitors. During the 2025 National Day and Mid-Autumn Festival holiday alone, its comprehensive revenue reached 81.41 million yuan, effectively boosting surrounding businesses like dining and accommodation. Another observer noted, "Zhengzhou has pragmatically explored a path where 'commerce returns to daily life and culture integrates into the everyday.'"

**Media Perspective: Rooted in People's Livelihoods, Happiness Within Reach** From the everyday vibrancy of MIXUE GROUP to the cultural feast at Only Henan·Drama Fantasy Kingdom, Henan's development practices left a deep impression on many media professionals. One reporter stated that Henan's exploration vividly demonstrates the principle of "professionals doing professional work." Both MIXUE GROUP and Only Henan·Drama Fantasy Kingdom precisely grasp market demands and refine their offerings with extreme professionalism, while the model of "the government building the stage and enterprises performing" allows industrial development to unleash stronger vitality. Another commentator believed, "Zhengzhou's business models prove that truly viable commerce and culture are not 'blockbusters' created in a vacuum, but rather 'life itself' that grows from repeated interactions with people's daily lives." These ventures are rooted in Henan's soil, closely aligned with public needs and intertwined with citizens' lives, enabling them to stand firm and thrive amid the tides of the times.