This English version may have been machine-generated from the Chinese original and may not convey the original meaning accurately.
Recently, I passed by a newly opened Mixue Bingcheng, and the scene before me was truly astonishing.
In the sweltering summer heat, a line stretching dozens of meters had formed outside the store, consisting mostly of young people. Some patiently waited under the scorching sun, some kept scrolling through their phones, and others, having just bought their drinks, eagerly took photos and posted them to social media. Watching this scene, I couldn’t help but ask myself:
Were they buying a cold drink, or an emotional experience?
Of course, this is not to suggest that a drink contains any mysterious ingredients, much less that it has any actual “bewitching” effect. What is truly worth considering is the consumer psychology of many young people today.
A drink costing a few yuan or a dozen yuan is not expensive in itself. What is truly surprising is that people are willing to spend dozens of minutes, or even longer, waiting in line just to complete a “check-in.” Similar phenomena are by no means uncommon. Previously, when some Mixue Bingcheng stores launched limited-edition products, they also saw long queues and heated discussion on social media. 
In the internet age, consumption has long been about more than simply quenching one’s thirst.
Much of the time, people are buying a sense of participation, a topic for social conversation, and the fear of “missing out.” When everyone around them is lining up, posting photos, and sharing their experiences, more and more people begin to think: “Everyone else has tried it, so I should give it a try too.”
This is what is known as the bandwagon effect.
Of course, businesses hope their products will be popular, and consumers are entirely free to choose the drinks they like. There is nothing wrong with lining up to buy a milk tea.
What is truly worth considering is this: Are we enjoying the product, or are we being pushed along by the trend?
If we wait in line for an hour just to drink something for a few minutes; if the purpose of making a purchase is merely to post about it on social media; if our happiness increasingly depends on online likes rather than genuine inner satisfaction, then what deserves reflection is not a cold drink, but our approach to consumption.
Today it is Mixue Bingcheng; tomorrow it may be another trendy shop. Today we line up for milk tea; tomorrow we may line up to snatch up mystery boxes, joint-release products, or limited editions. Products keep changing and marketing keeps evolving, but people’s desire to chase trends remains unchanged.
Rational consumption does not mean refusing to enjoy life. It means not allowing our time, money, and emotions to be swayed by one wave of popularity after another.
Cold drinks can help us beat the heat, but the thing that can truly keep us clear-headed is always the ability to think independently.
So instead of asking, “Is Mixue Bingcheng a cold drink or a bewitching potion?”
We should ask ourselves:
Are we really savoring a drink, or are we chasing a fad packaged for us by others?