The intangible assets of the ice cream brand that recently drew public attention have officially changed hands. The brand founded by a prominent entrepreneur has once again captured public interest following remarks made by a well-known internet personality. According to information obtained from the national enterprise bankruptcy reorganization case information platform, the administrator of the company issued a notice on the morning of September 14, confirming that the division of the brand's intangible assets has been completed.
The announcement revealed that on May 7, 2026, a total of 508 intangible assets under the company's name, including 492 registered trademarks, 8 authorized patents, and 8 copyrights, were successfully auctioned as a package on the JD judicial auction platform. On June 4, the Shanghai Third Intermediate People's Court confirmed that all rights and associated interests pertaining to these intangible assets now belong to the winning bidder. The administrator is currently in the process of cleaning up and canceling various social media accounts previously registered under the brand's name.
Additionally, the administrator clarified that since the intangible assets have been transferred to the new owner, the buyer is legally entitled to use them. Any actions taken by the buyer, including opening new accounts on various platforms or otherwise utilizing these assets, along with all consequences arising from such activities, are unrelated to the original company or its administrator. All corresponding legal responsibilities shall be borne solely by the buyer.
A lawyer with a Beijing-based law firm noted that this procedural announcement signifies that the brand's design patents and other intangible assets have been processed through judicial proceedings, with ownership changes now finalized. The brand, once a representative name in the previous wave of new consumer trends, gained rapid fame in 2018 thanks to its iconic tile-shaped ice cream products and premium market positioning, surpassing 1 billion yuan in sales by 2021. However, after experiencing multiple public controversies, the company later encountered operational difficulties.
In July 2025, the company entered bankruptcy review proceedings, at which time its book assets stood at 186 million yuan against due debts totaling as much as 782 million yuan. In May 2026, the brand's 508 intangible assets were won at auction on JD's bankruptcy and liquidation platform at a final price of 21.1 million yuan. The winning bidder was an individual buyer, with the platform only disclosing desensitized identity information and not revealing the buyer's full name, background, or operational plans.