Mixue Vietnam partnered with Lien Quan Mobile to organize the "Viet Quat Hoi Mana – Mixue x Lien Quan Grand Battle 5v5" event at Aeon Mall Ha Dong in hanoi.

The final results were awarded to the three winning teams. The first prize included 5 million VND in cash and gifts from Mixue and Lien Quan Mobile. The second-place team received 3 million VND and merchandise. The third-place team received 2 million VND and gifts.

According to a representative from Mixue Vietnam, thousands of young people attended the two-day event. They experienced various activities, including 5v5 eSports matches, cosplay, sampling new products, and interactive games at the Mixue booth.

Mixue Vietnam's representative added that young consumers increasingly enjoy interactive activities and online communities. A brand's competitiveness lies not only in its products but also in its ability to create experiences and connections. The collaboration campaign with Lien Quan Mobile demonstrates Mixue Vietnam's ongoing efforts to build a relatable brand image that resonates with young people.

Earlier, the cosplay competition also attracted many young participants. The organizers reported that about 20 contestants competed, and dozens of other cosplayers attended to support the event.

A highlight of the event was the Lien Quan Mobile tournament, the Blue Buff Cup, featuring 16 amateur teams. The matches captivated the gaming community, with many spectators at the stage watching the games.

Gamer Nguyen The Dat from team 369 Phu Luong shared that this was his first time competing on such a large-scale and impressive stage. Despite being an amateur tournament, the Blue Buff Cup featured commentators and large display screens. "Competing with enthusiastic support from many spectators boosted my confidence", Dat said.

A vibrant moment of the event was when singer Cheng appeared on stage. He is a young artist gaining attention after appearing on the show Anh trai vuot ngan chong gai.

The event's activities received a positive response from young people. Doan Trung (22, Duong Noi) mentioned that he initially came to cheer on his friends competing in the game but was surprised by the variety of experiential activities. "The event atmosphere was vibrant; I watched matches, tried new products, saw cosplayers, and enjoyed random dance performances", Trung said.

The Viet Quat Hoi Mana product line was developed based on research into Vietnamese consumer tastes. It also draws inspiration from the world of Lien Quan Mobile through its imagery, colors, and communication message. The product was introduced as part of the collaboration campaign, enriching Mixue's product portfolio for young customers.

At the Mixue event, the singer performed many hit songs such as "Just You And Me", "Dung de anh co don", and "Zung zang zung ze". Cheng also spent time interacting, chatting, and signing autographs for fans, creating a lively atmosphere for the program.

Anh Ha (Ha Dong) arrived at the event in the afternoon, waiting for Cheng's appearance after learning the singer would be present. She brought his latest album, hoping for an opportunity to get her idol's autograph. "I will continue to support Mixue for inviting Cheng to perform", Anh Ha said.

A representative from Mixue Vietnam stated that through its collaboration with Lien Quan Mobile, Mixue continues its development strategy in the Vietnamese market. This strategy aims at being more relatable to the local market and rejuvenating the brand.

From product research and building its media image to implementing in-store experiential activities, Mixue focuses on understanding the needs, preferences, and culture of Vietnamese consumers. This ensures it delivers experiences tailored to the local market.

In the future, Mixue will continue to expand operations in the Vietnamese market by developing its store system, diversifying its product portfolio, and implementing collaboration programs. These programs will involve brands, partners, and activities that interest young people. This is part of the brand's sustainable development direction, aiming to offer new experiences to consumers and strengthen community engagement in Vietnam.

Mixue, a beverage and ice cream brand, entered the Vietnamese market in 2018. It has since developed a system of 1,000 stores. During its development in Vietnam, Mixue consistently invests in product research, expanding customer experience, and implementing community connection activities. It aims to be a long-term companion for Vietnamese consumers.

Yen Chi - Tung Dinh