Analyzing the Phenomenon of the Increase of Brand Awareness of Mixue Ice Cream & Tea in Chinese Market through Para-social Interactivity Theory

The milk tea industry in China is getting very popular now. Mixue Ice Cream & Tea one of the most well-known brands China. This paper will focus on analyzing particular phenomenon that happened to this brand after they applied social media. And purpose study was explore how media impact mainly development awareness and boost sales. improvement explained through para-social interaction theory (PSI). After SWOT analysis method, research indicates mascot developed a generally positive image customers’ minds allowed PSI work. promoted number sales, should put more effort into improve different aspects its brand.