# Mixue theme-song remix wave

> A bilingual brand jingle passed 10 million Bilibili plays as fans rewrote it.

- Owner: Mixue
- Kind: Music
- Sector: Food & beverage
- Seed date: 2021-06-05
- Milestone date: 2021-06-22
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 33 (Niche, provisional), v1.2
- Mechanics: Response chain, Mascot persona, Platform jump

## Summary

Mixue’s bilingual jingle became material for Bilibili remixes and language variants. The tune had already played in stores, and the brand later encouraged staff and franchisees to make content. Contemporary reports tracked the official upload beyond ten million plays.

## Timeline

- Jul 2020 — Mixue (Retail) — Distributed the theme song through stores and Weibo before its 2021 remix wave.
- 2021-06-03 — Mixue (Open web) — Released a 24-second Chinese-only MV before the scoped June 5 bilingual upload.
- 2021-06-05 — Mixue (Open web) — Posted the bilingual theme-song video to Bilibili.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/mixue-theme-song-remix-wave

Cite as: How It Spread (2026). “Mixue theme-song remix wave.” Case HIS-01091. Spread Score v1.2: 33/100. Updated 2026-10-17. https://howitspread.com/id/HIS-01091