While some premium ice cream products receive criticism because of their jaw-dropping prices, the newly launched Moutai ice cream has become an internet sensation and is being sought by a large number of consumers across China.

The liquor-infused ice cream was developed by Chinese high-end spirits maker Kweichow Moutai and one of the nation's leading dairy companies, Mengniu. Three flavors are available－green plum, original and vanilla－with prices ranging from 59 to 66 yuan ($9 to $10) per cup.

"Drinking a bottle of Moutai is too extravagant for me, but I can afford a cup of Moutai ice cream," said a customer from the post-1990s generation.

The first shop to sell Moutai ice cream opened on May 19 in the city of Zunyi in Guizhou province, where the spirits maker is headquartered. Soon after, a storm of Moutai ice cream vendors began to sweep across the nation.

Li Qi, manager of a Moutai ice cream shop in Hangzhou's Hubin 88 Mall, Zhejiang province, said the consumers at her shop can be divided into two groups; young people and fans of Moutai.

"Young people often come on weekends. On weekdays, consumers often purchase in bulk. There are consumers who took high-speed trains from Shanghai or Jiangsu province to Hangzhou just for our ice cream. Some of them purchased hundreds of cups at one time," Li said.

Similar products have sprung up in the past few years. For example, Luzhou Laojiao Group, a Sichuan-based leading liquor producer, teamed up with local ice cream brand Chicecream to launch white liquorinfused products. Also, the ice cream brand of Chinese dairy producer Yili collaborated with Costa Coffee.

Behind these crossovers is the brands' ambition to enter the hearts of young people, said an industry expert, who added that consumers now have different views on ice cream. It is not a simple iced treat on hot days, but a product that can connect people with one another.

Li Rongcheng, deputy general manager of the planning and design department of Aoxuelengyin, which produces several popular ice creams, said: "The foundation of our creative products is the desire for attention.

"Our double egg yolk ice cream mixes salted egg yolk with sweet cream and has a cute packaging, which satisfies young people's needs to take pictures and share with others."

China is now the world's largest ice cream market. According to a report by Qianzhan Industry Research Institute, sales of ice cream in China increased from less than 90 billion yuan to 160 billion yuan between 2015-21, up 90 percent cumulatively.

According to a report by Hangzhou Daily, "when the tide recedes, the rock emerges." It means that good products and brands will be the long-term pursuit of these ice cream parlors.

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