How Does Coffee Culture Shape Brand Voice?
Store introductions on Molly Tea's official mini-program have drawn attention after staff rewrote plain contact details into abstract literature in varied styles, from domineering CEO dialogue to ancient-style prose and reincarnation revenge plots. Customers opened the mini-program to check nearby listings, and reactions split between amusement and concern over brand image.
The episode reflects how specialty coffee and tea brands increasingly rely on informal, staff-driven copy to stand out. Because the rewritten intros appeared across stores in multiple cities with no central campaign, most changes read as spontaneous rather than planned marketing, leaving the effect on brand perception uncertain.
Recently, the store introductions on the official mini-program of Molly Tea suddenly went viral, not because of a promotional campaign, but because some stores had rewritten their originally proper contact information into abstract literature in wildly different styles. From old-school domineering CEO vibes to elegant ancient-style prose, and even reincarnation revenge plotlines, these distinctive copywriting efforts prompted netizens to open the mini-program and see for themselves. Some found it amusing, while others worried about damage to the brand image. So how effective is this marketing phenomenon, sparked by staff members spontaneously getting creative? Let's take a look.
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Recently, when a netizen opened the official mini-program of Molly Tea to place an order, they unexpectedly discovered that the introduction content of nearby stores had undergone surprising changes.
From the screenshot shared by the netizen, it can be seen that in the store list of the mini-program, users can view information such as the names and business hours of nearby stores, and stores usually include contact details in their introductions, reminding consumers who want to order group meals, afternoon tea, etc., that they can communicate by phone to get discounts.
However, the introduction of the Hangzhou Xintiandi Shopping Center store was an inexplicable dialogue, which then took a turn and cleverly wove the store's contact information into the conversation. Compared with another store that properly displayed its official promotional slogan, this piece of abstract literature stood out as particularly different, prompting users to exclaim, "Fun!"
After the post was published, curious onlookers from all over were intrigued and opened the Molly Tea mini-program one after another to check whether the introduction copy of stores near them had also undergone similar changes. Upon searching, they discovered that Molly Tea employees had already noticed this unique marketing approach after the post gained popularity, and abstract literature had spread to store introductions in cities everywhere.
Interestingly, the revised introductions of each store had different styles. Some exuded an old-school domineering CEO flavor, some took a beautiful ancient-style literary route, and others played with reincarnation revenge tropes. Although not all stores had changed their copy, the existing diverse introductions already had many users reading with great relish, unable to resist calling friends to come and enjoy this uniquely distinctive trick by Molly Tea staff.
Faced with so many introductions in such unusual styles, many netizens joked that it felt like accidentally opening a novel-reading app on their phone, saying it overturned their impression of what a tea beverage mini-program should look like. Some also joked that at first glance this scene seemed a bit like a collaboration between Molly Tea and Tomato Novel, combining book introductions from the novel platform with store contact information to create introductions in wildly different styles.
In the public impression, chain brands' store introductions are basically concise and direct, intuitively giving users key information. This approach makes most introduction copy serious and proper, which in most people's eyes feels like an impersonal, boring official manner.
But when store contact information is combined with online literature, this copy appears abstract yet intriguingly interesting, making people unable to resist taking a second look after discovering it, and possibly even getting interested because of a certain passage and entering the store to order a cup of milk tea. From this perspective, the Molly Tea staff's moment of creative mischief invisibly helped their own stores carry out a novel form of marketing, attracting the attention of local consumers.
However, some people believe that although the abstract version of the introduction copy can achieve an eye-catching effect, if all stores of a well-known chain brand were changed to this type of copy, it might leave customers with a less favorable brand image. They think important store introductions should still be concise and clear, allowing users to grasp key information at a glance.
Image source: Xiaohongshu
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The above content is compiled by CoffeeHunters, a coffee news website.
