Deli and Mixue Bingcheng Launch "New Snow Student" Back-to-School Stationery Series
Deli and Mixue Bingcheng released the Snow King-themed "New Snow Student" stationery line on September 16, 2026, supported by a Weibo gifting campaign.
Chinese stationery brand Deli (得力) has launched a co-branded product series with bubble-tea chain Mixue Bingcheng (蜜雪冰城), releasing the "New 'Snow' Student" (新『雪』生) line of stationery on September 16, 2026. The collection centres on Mixue Bingcheng's mascot, the Snow King IP, and includes squeeze erasers, fruit-themed erasers, and character-design pens, all produced in the brand's signature red, white, and yellow colour scheme.
The collaboration is available through Deli city flagship stores. Alongside the product launch, Deli activated a Weibo campaign under the hashtag #SnowKingStartsSchoolWithDeli#, inviting users to repost, like, and comment for a chance to win co-branded gift packages.
The timing aligns with China's back-to-school season, making stationery a direct-fit category for a campaign built around a student-enrolment theme. By pairing a stationery market leader with one of the country's most recognisable food and beverage IPs, the collaboration targets student consumers through both school-supply purchasing occasions and the social-media affinity that Mixue Bingcheng's Snow King commands among younger demographics.
IP-led stationery drops have proven a reliable conversion mechanism during China's back-to-school window, where purchasing decisions among younger consumers are heavily influenced by character affinity and social shareability. Mixue Bingcheng's Snow King is among the most widely recognised food and beverage mascots in the country, giving Deli a character with proven cross-category pull at precisely the moment students and parents are refreshing school supplies.
