Belgian influencer Lucas Deckers found it impossible to resist a shopping haul at the Mixue flagship store while attending a media forum in Zhengzhou, Henan province.

Loading up on snacks, exclusive ice cream and toys — until his shopping bag finally gave way — Deckers told China Daily reporter Yan An that milk tea and Chinese tech brands are hugely popular overseas. He noted that Chinese brands are reshaping global perceptions of the country, moving beyond its traditional label as the "world's factory".

His views were echoed at the 2026 China Internet Media Forum, where He Lihong, president of the Yiwu Brands Association, highlighted the growing international appeal of "Shopping in China".