Xue Di teams up with Snack Kingdom to host a summer ice cream fun event, offering diverse interactive activities that enrich Changsha’s summer consumption scene.

In Changsha during the summer, soaring temperatures have boosted cooling‑related spending and turned immersive offline experiences into popular weekend destinations for young people and families. Recently, Snow Emperor, a local ice cream brand that has been a staple in Hunan for 24 years, teamed up with Snack Kingdom to present “Icy Summer: Snow Emperor Ice Cream Fun Event,” which concluded successfully on July 11. This summer carnival, centered around ice cream, seamlessly blended familiar sweet flavors with engaging interactive activities, allowing residents to relive childhood tastes while adding a refreshing burst of energy to the summer consumer market.

Fun and photogenic, diverse activities are sparking a summer participation craze.

At the event, “Giant Ice Cream Creative DIY” became one of the most popular activities. Participants used Xuedi’s flagship product, Huosuanzhuan Yogurt Ice Cream, as a base and freely mixed in various toppings to create their own signature flavors. Made with yogurt fermented from fresh milk, Huosuanzhuan offers a refreshingly mild sweet-and-sour taste that has won over many families and young consumers. The “Ice Cream Showdown: Gourmet Battle” then kicked off in earnest, with contestants switching into “foodie mode” to race against the clock in an ice cream‑eating challenge. Cheers and laughter erupted throughout the venue, pushing the atmosphere to a fever pitch. The “Unexpected Wit: Pun-Based Puzzles” picture‑based quiz also delivered nonstop laughs, with clever questions drawing enthusiastic participation from the audience. Meanwhile, the immersive sensory‑game zone drew legions of young people eager to take on the challenges, further igniting the excitement. Each interactive activity came with its own share of frozen treats, ensuring that attendees enjoyed both fun and refreshing surprises.

“I just happened to be passing by the snack shop, but I didn’t expect there would be so many interactive activities on site. My child not only made their own custom ice cream but also took part in a quiz game and didn’t want to leave even after spending the whole morning here,” said a local resident who brought their child.

According to the organizers, the stage area drew nearly 10,000 visitors throughout the event, making it a popular spot for photos and check-ins in Changsha’s summer shopping scene.

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For consumers in Hunan, Xuedi and Qiushi have always been more than just frozen treats—they are cherished summer childhood memories that span generations. As one of the region’s largest frozen‑dessert brands, Xuedi has remained committed for 24 years to uncompromising quality, carefully selecting premium ingredients from around the world and using advanced technology to lock in freshness, ensuring every bite delivers a satisfying texture and excellent value. At the same time, the brand stays attuned to young people’s tastes, continuously innovating to breathe new life into its classic products.

Anyone familiar with Xuedi knows that, as the pioneer of yogurt ice cream, its Live Acid Brick has long been a benchmark for quality. With the authentic taste of real yogurt made from fermented fresh milk, it has remained a staple in many households’ freezers for years. The Xiaoming and Xiaoming’s Little Sister series adheres to the product philosophy “If it doesn’t taste good, it’s just fooling around.” In 2026, they upgraded to a double-sided coating process, doubling the chocolate layer and significantly enhancing the crisp, rich flavor. Catering to high‑frequency occasions like satisfying cravings among students or enjoying leisure at home, these products are deeply loved by younger consumers. Meanwhile, the Qiu brand under the umbrella maintains its original commitment to “artisan craftsmanship, reinterpreting classics,” preserving the genuine, time‑honored flavors. From classic popsicles and secret‑recipe red beans to glutinous rice cakes and traditional mung bean desserts, each recreated classic frozen treat captures the essence of old Changsha’s summer memories and carries an irreplaceable sense of nostalgia for many.

It is precisely this unwavering commitment to quality and keen understanding of local tastes that has kept this venerable Hunan-based domestic brand vibrant after 24 years—enabling it to evoke nostalgia with its classic offerings while staying relevant to younger generations through innovative approaches.

Two-way empowerment of scenarios, exploring new possibilities for local snack consumption

As a homegrown ice cream brand deeply rooted in the Hunan market, Xuedi has consistently aligned itself with local consumers’ tastes and preferences, while in recent years it has continually explored younger, more experiential brand expressions. Meanwhile, Snack Kingdom positions itself around the core promise of “delicious and fun,” creating immersive snack‑consumption spaces that have become popular urban leisure destinations during the summer. The collaboration between the two brands not only complements their respective strengths in products and settings but also reflects a shared pursuit by local brands and retail channels to elevate the consumer experience.

“Consumers’ expectations for ice cream have long gone beyond simply ‘cooling off’; they increasingly seek enjoyment and memorable experiences in their purchases,” said a representative from the Xuedi brand. “In this collaboration with Snack Kingdom, we’ve seamlessly integrated fun competitions and creative DIY activities with our ice cream products, aiming to deliver genuine joy alongside every sweet treat and effectively bridge the gap between our brand and consumers. This partnership not only creates mutual value by strengthening both brand influence and retail touchpoints but also enriches our summer‑time offerings, transforming snack consumption from a mere transaction at the shelf into an engaging, sensory‑rich, and shareable leisure journey.”

From products to experiences, from consumption to connection, this refreshing summer fun event transforms an ordinary snack‑shopping outing into a delightful, ice‑cold summer adventure. It not only offers residents a perfect way to beat the heat during their summer getaways but also provides a practical model for collaborative innovation between local FMCG brands and retail channels. In tune with the broader trends of boosting summer spending and integrating culture, commerce, and tourism, it injects a burst of crisp vitality into Changsha’s summer consumer market.