How Does the Coffee Industry Approach Gaokao Season Marketing?
Each June, China's national college entrance exam, the gaokao, draws nationwide attention, and food and beverage brands time promotions around it. McDonald's sold its Sausage McMuffin with Egg all day for a week and gave free McMuffins to exam takers, KFC launched an auspicious set meal with Mount Wutai, and Chagee used puns in its messaging.
Tea brands including Shuyi Tealicious, Guming, and Yiyetang switched to gaokao-themed packaging, while independent coffee shops offered students and parents water and rest areas. The wave reflects both a push for brand exposure in a crowded market and society's collective care for exam candidates during a high-pressure few days.
Every June, the national college entrance examination, or gaokao, becomes a hot topic of public attention across the country. This year is no exception, with waves of blessings surging across trending lists and social media platforms. Major catering brands have keenly seized this opportunity, rolling out gaokao-themed products or promotional offers in an attempt to win consumer goodwill amid fierce market competition. McDonald's extended its breakfast-exclusive item to all-day availability, KFC teamed up with Mount Wutai to launch an auspicious set meal, and Chagee used puns to convey good wishes. In addition, tea beverage brands such as Shuyi Tealicious, Guming, and Yiyetang also switched to gaokao-themed packaging, while independent coffee shops across the country likewise served students and parents by offering water and rest areas. Behind this marketing wave lies both the need for brand exposure and a reflection of society's collective care for gaokao students.
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If one were to rank the livelihood events that tug at the heartstrings of people nationwide each year, the national college entrance examination, which officially begins today, would undoubtedly rank near the top—perhaps even first. Since Monday of this week, the gaokao has become the focus of attention across all sectors of society, with discussion heat continuing to rise, and it has now firmly claimed the top spot on trending searches.
Netizens from all over the country are sending their best wishes in their own ways to students about to enter the exam hall, with all kinds of beautiful messages flooding major platforms. At the same time, major brands are also competing to offer blessings to examinees, and many catering companies have seized the moment to launch gaokao-themed products.
As the "affordable study room" in the minds of students, McDonald's launched a one-week "Wishing You a Perfect Score Limited Set Meal" starting June 3. The Sausage McMuffin with Egg, originally available only during breakfast hours, was sold all day during that week. Not only that, but stores also provided free McMuffins to gaokao students in limited quantities each day, each wrapped in paper printed with words such as "Perfect Score," showing full sincerity.
Following closely behind McDonald's, KFC also launched the "Sandalwood Good Luck Certain Victory Set Meal." The sandalwood oat latte and blessing packaging cups created in collaboration with Mount Wutai earlier this year made a return, paired with the highly auspicious "Dingsheng cake," using mystical elements to add extra good luck for students.
Major brands in the tea beverage sector also pulled out all the stops. Chagee, aspiring to become the "Starbucks of milk tea," launched two set meals in its stores, "Red Luck" and "High School," using puns to convey blessings. It is worth mentioning that stores in the Guangxi region directly invited examinees to enjoy free milk tea; gaokao students could claim a limited-edition "Gaokao Top Fortune Stick" coupon package by presenting their admission ticket at the store.
Milk tea brands such as Shuyi Tealicious, Guming, and Yiyetang also successively launched gaokao-themed packaging. Packaging printed with phrases such as "Gold List Title," "Must Pass," "Ashore," and "Everything Goes Smoothly" will be put into use during the gaokao period, allowing every examinee who drinks milk tea to receive this beautiful blessing.
In addition to chain brands, many independent coffee shops across the country also launched promotional activities or limited-edition drinks for examinees during the gaokao period. Some coffee shops near exam sites proactively provided hot water, seating, and other convenient services for students and parents.
For children about to step into a new stage of life, the importance of the gaokao goes without saying. Therefore, every year in early June, society as a whole pays great attention to this exam, and most people also offer some convenience to examinees during this period, letting them feel the goodwill and warmth of others in this crucial battle of life.
Brands are also actively participating at this important moment. Brands familiar to students, such as McDonald's and KFC, seize the opportunity to make a push, gaining a wave of brand goodwill in the public eye, so activities aimed at gaokao students will continue to emerge during this period.
So if examinees want to enjoy the benefits offered by brands, they need to seize the opportunity, otherwise they can only sigh like some netizens: "Good news: Brand XX has perks! Bad news: expired examinees don't deserve them 😭."
Image source: Internet
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The above content is compiled by CoffeeHunters, a coffee news website.
