A recent nostalgic mention of Chicecream by Luo Yonghao on Weibo has reignited public interest in the brand. On September 14, the administrator of Chicecream Food (Shanghai) Co., Ltd. issued a notice on the national enterprise bankruptcy and reorganization case information platform, clarifying that the company's intangible asset rights have been officially transferred to the buyer following a court ruling. Further checks reveal that the Chicecream Tmall flagship store can no longer be found on Taobao, and its WeChat online mall indicates the shop is now closed.
According to the official notice, the Shanghai Third Intermediate People's Court accepted the bankruptcy liquidation case for Chicecream Food (Shanghai) Co., Ltd. on August 22, 2025, and appointed Shanghai Guangda Law Firm as the administrator on August 28, 2025. The administrator subsequently packaged all 508 intangible assets owned by the company for public auction on JD.com's judicial auction platform. These assets were successfully sold on May 7 this year, with the court confirming on June 4 that all rights and associated privileges belonging to Chicecream had been transferred to the winning bidder.
For various social media accounts previously registered by Chicecream using its intangible assets, the administrator will proceed with the cancellation procedures in an orderly manner while properly handling any related personal information stored on these platforms. The administrator also stated that since ownership has transferred to the buyer, the buyer is legally entitled to use the intangible assets. Any actions taken by the buyer—such as opening new accounts on various platforms or utilizing the Chicecream brand—are independent of the company and its administrator, with all associated legal responsibilities borne solely by the buyer.
Public records indicate that Chicecream was founded in March 2018 with a registered capital of approximately 1.203 billion yuan. The brand quickly gained fame for its tile-shaped ice cream bars and premium positioning, with prices typically exceeding 10 yuan per item and its most expensive product reaching 66 yuan, earning it the label of an ice cream "price assassin." In July 2022, the company faced significant backlash after viral videos claimed its ice cream failed to melt completely after an hour at 31 degrees Celsius or when subjected to intense heat. This controversy marked the beginning of the company's operational struggles.
The 508 intangible assets, which sold for 21.1 million yuan to an individual bidder at the highest price on JD.com's bankruptcy platform, comprise 492 registered trademarks, 8 authorized patents, and 8 copyrights. The auctioned trademarks included names such as "Chicecream," "Chicebugao," "Half Chocolate Obsession," "Chicedi," and "Chixiaogao." On September 12, Luo Yonghao publicly posted on his personal Weibo account, expressing his fondness for the brand and remarking that it made "the best ice cream I've ever eaten," a statement that quickly sparked widespread discussion online.