The growth of the food and beverage industry in Indonesia has increased significantly, thus encouraging brands to innovate in their marketing strategies. Mixue, one of the rapidly growing brands utilizes the Snow King character as a visual communication element and logo to strengthen brand identity. This study aims to determine the effect of perceived anthropomorphism on satisfaction with experience mediated by social presence, with a case study of Mixue's Snow King character. This research uses a quantitative approach and involves 269 respondents who have interacted with the Snow King character and purchased Mixue products. The analysis was carried out using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results show that perceived anthropomorphism has a significant direct effect on satisfaction with experience. Furthermore, social presence and credibility are proven to partially mediate the relationship between perceived anthropomorphism and satisfaction with experience. These findings highlight the importance of building social presence and credibility in strategies that utilize anthropomorphic brand characters.