What Does the Snow King Eye Chart Say About Coffee Culture?

Mixue Bingcheng gave away a poster printed with Snow King faces arranged like an eye chart to customers who bought its blueberry fruit tea. The item drew wide discussion on social media, with some fans making trips to stores to collect it and test their eyesight, while others questioned whether it works as a real vision test.

The giveaway fits a pattern of unconventional brand merchandise, following earlier items such as a plastic washbasin and paper airplanes. In specialty coffee and tea retail, such low-cost novelty items are used to drive store visits and social sharing, and the debate over creativity versus practicality is a common thread in coffee culture discussions.

Mixue Bingcheng recently launched an unexpected new piece of merchandise—an eye chart printed all over with the Snow King's face. Customers who bought the blueberry fruit tea received this special poster as a gift, and it quickly sparked widespread discussion on social media. Some found it quirky and fun, making special trips to the store to get one and test their eyesight; others questioned its accuracy as a vision testing tool. This controversy, sparked by a giveaway item, showcases Mixue Bingcheng's consistently down-to-earth marketing style while also prompting reflection on the boundary between creativity and practicality in brand merchandise.

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Recently, a new piece of merchandise from Mixue Bingcheng has become the focus of discussion among netizens on social media.

A customer purchased the newly launched blueberry fruit tea at a nearby Mixue Bingcheng store and received a long strip poster from the staff, printed with many Snow King faces. The customer initially thought it was a giveaway like a sticker, but later noticed that it was actually an eye chart.

This unimaginable piece of merchandise caught the customer completely off guard. After she shared her experience online, it immediately attracted a large crowd of fans. In most people's understanding, merchandise from chain brands consists of stickers, badges, fridge magnets, mugs, and the like—items that are both practical and aesthetically pleasing, fitting the current aesthetic trends of young people, who often buy products just to get the freebies.

However, the merchandise Mixue Bingcheng rolls out is often unexpected. For example, the plastic washbasin that sparked a buying frenzy among fans last year, and the paper airplanes that recently captivated both adults and children—each new release surprises users, breaking the conventional impression of tea brand merchandise, and has been praised by netizens as "so down-to-earth."

This time, the eye chart has once again left people stunned. From images shared online, it can be seen that on the eye chart given out by Mixue Bingcheng, the usual "E" symbols have been replaced with Snow King faces pointing in different directions—at a glance, "it's all Snow King."

In the eyes of fans, this eye chart has a quirky charm that makes it fun to look at and sparks a desire to collect it. Many people, upon hearing about this merchandise, made special trips to stores to get one, and once home, couldn't wait to stick it on the wall to test their eyesight, jokingly saying "wherever you point, it's all Snow King."

While finding it entertaining, some users also raised questions about the eye chart given out by Mixue Bingcheng. It is understood that commonly used eye charts include the standard logarithmic visual acuity chart and the international standard visual acuity chart. Producing such tools requires following certain standards, and there are standardized methods for using them—the person being tested must stand at a designated distance for the test.

However, some who received the eye chart found when using it that the white faces on the poster look highly similar from a distance, and accurately identifying the direction can only rely on the tiny carrot nose. Many people reported after trying it that if you want to use it to exercise your eyesight, you'll find that "you can't tell any of them apart" and "even someone with 5.0 vision would have to carefully discern the direction," believing that this eye chart may not be suitable for testing.

In response, some netizens pointed out a line of inconspicuous small text in the bottom right corner of the poster—"For entertainment only, no medical testing function"—believing that Mixue Bingcheng used the eye chart as a giveaway for its blueberry series tea simply to echo the slogan "Blueberries are good for the eyes, drink more," thereby attracting user attention.

From this perspective, if Mixue Bingcheng's Snow King eye chart is merely merchandise for fans to enjoy, its practicality can perhaps be dismissed as negligible.

Image source: Xiaohongshu

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