Recently, a "I Want to Soak" latte series launched by a coffee shop in Beijing has drawn attention on social media. The series features marshmallows printed with the faces of male celebrities, priced at 38 yuan each, with the option to add more marshmallows for an extra charge, and even offers a 48-yuan two-person option and an 88-yuan five-person option. This novel format has attracted many fans to visit and post about it, but it has also sparked controversy: some consumers find the face-printed marshmallows unappetizing, and more people question whether the shop's use of celebrity likenesses as a promotional selling point without authorization may constitute infringement. Innovation in the coffee industry is worth encouraging, but it must be done within the legal framework. [more…]

Competition in the coffee market is becoming increasingly fierce. The traffic-driving effects of price wars and co-branding campaigns are gradually weakening, and brands are beginning to shift their attention to fan groups willing to spend money on their idols. Recently, Cotti's official announcement of a new spokesperson triggered a surge in store orders, while a group-buy link in Luckin's livestream with a fan nickname prefix once again set public opinion abuzz. Is this a carefully planned business war or fans spontaneously generating momentum? Can celebrity endorsements bring sustained purchasing power to brands, and will they blur consumers' focus on coffee products themselves? This article will guide you through the business logic and hidden concerns behind this traffic marketing. [more…]

Recently, a string of trending topics on Weibo has reported that celebrity-linked tea beverage brands have been subject to court enforcement. The tea brand Ben Gong's Tea, co-founded by Hu Haiquan, was listed as a dishonest judgment debtor for refusing to fulfill its legal obligations, and Natural Stupid Milk Tea, where Guan Xiaotong once served as store manager, also added new information as a person subject to enforcement. The two incidents sparked widespread discussion among netizens about the relationship between celebrity endorsement and brand management. Hu Haiquan had already withdrawn his shares in advance, while Guan Xiaotong's studio stated that the case had nothing to do with her. Whether a celebrity halo can support the long-term development of a tea beverage brand—quality is what really matters. [more…]

Another shutdown message has come from the tea beverage sector. Xiexie Tea, invested by well-known host Ma Dong, has closed its last national outlet, the Shenzhen Dalang store, on July 16, completely wiping out its physical stores. This celebrity brand, founded in 2018, once rode on the hype of traffic-driving guests like Ma Dong and the New Pants band, selling a cup of milk tea for nearly 70 yuan, but after the pandemic, its prices slid all the way down to the 12-yuan range, all bakery products were removed, and its pivot to smart milk tea stores showed no improvement. Its official Weibo, WeChat public account, and mini-program have successively stopped updating or been discontinued. The traffic dividends and operational shortcomings of celebrity catering have once again become a focal point of attention in the coffee and tea beverage industry. [more…]

A pink cranberry milk green tea has once again made 1 Dian Dian a hot topic on social media. Thanks to its striking resemblance to a drink featured in a certain female celebrity's advertisement, this beverage was quickly tagged as a "celebrity favorite," attracting a large number of fans to place orders and check in. However, once the photo-taking frenzy subsided, the actual taste experience left many people openly disappointed, with reviews ranging from overly sweet and cloying to medicinal notes and a gritty jam texture. At the same time, 1 Dian Dian's loyal customers welcomed the return of this drink, believing its sweet-and-sour flavor profile has a unique charm of its own. Why would a single cup of milk tea trigger such dramatically different reactions among different consumer groups? This article will analyze the question from the perspectives of product formulation, consumer feedback, and the brand's fan base. [more…]

Korean singer Lee Hyori and her husband Lee Sang-soon opened a café on Jeju Island, and within just three days of opening, it sparked discontent among nearby café owners as fans queued for hundreds of meters and products sold out in 12 minutes. Former ruling party lawmaker Jeon Yeo-ok publicly criticized their star effect for squeezing the survival space of local cafés. Lee Sang-soon later responded that opening the shop was purely a personal decision, and that they would switch to a reservation system and step back into a behind-the-scenes role. The incident reflects the double-edged effects of celebrity side businesses in the coffee industry: they can boost the surrounding commercial area, but may also struggle to last due to excessive enthusiasm and a gap in quality. This article sorts out the whole course of the incident and explores the operational dilemmas and possible paths forward for celebrity coffee shops. [more…]

Cotti Coffee's official announcement of a new brand ambassador triggered a surge in store orders, and Luckin Coffee's livestream channel promptly featured group-buying links that appeared to be riding the traffic. A coffee business war revolving around celebrity traffic seems to have quietly begun. As the traffic-driving effects of price wars and co-branded merchandise gradually wear off, brands are turning their eyes to fan groups willing to keep paying for their idols. Can this consumption shift from "buying the trinket while returning the pearl" to "spending for love" become a new path for coffee brands to break through? Under the halo of celebrity, will coffee itself be forgotten by consumers? [more…]

Chagee once launched a free custom cup sticker printing campaign, allowing users to upload images to create milk tea cup stickers. However, many fans used third-party tools to bypass the review process and printed photos of celebrities such as Zhang Linghe as cup stickers, sparking widespread discussion online. Recently, the official function for printing cup stickers was suddenly shut down, with the page displaying "Custom Fu Stickers Are Being Upgraded," catching many fans who had not yet printed their exclusive cup stickers off guard. Lawyers pointed out that unauthorized reproduction of photographic works carries infringement risks, and if used for dissemination, exchange, or sale, it clearly infringes on celebrities' portrait rights and photographers' copyrights. The brand may also bear joint liability for failing to establish an effective review mechanism. This article sorts out the entire incident and analyzes the legal issues and responsibilities of all parties involved. [more…]

Recently, an instant black coffee called POSITIVE HOTEL has quickly gone viral thanks to celebrities holding it on camera and it flooding social media, and fans call it "PH Coffee." Officially, it is promoted as a Korean weight management brand that is all the rage in the Korean entertainment circle. However, some media investigations have found that this coffee, which advertises itself as Korean, has never been launched in South Korea itself; it is actually operated by a China-Korea joint venture, and its production site is also in China. The path to PH Coffee's explosive popularity, its true identity, and why it is classified under the "health food" category have sparked widespread attention. [more…]

To make a delicious pour-over or espresso at home, choosing the right coffee grounds is key. This article begins with three Front Street classic blends in distinct styles—each corresponding to a rich spicy profile, a floral-fruity sweet profile, and a balanced everyday profile—helping coffee lovers at different stages find the daily beans that suit them. It then systematically outlines Starbucks' freshly ground coffee pricing system, including the small, medium, and large cup prices of common items such as cappuccino, caramel macchiato, espresso, latte, mocha, and Americano, and reveals two popular secret menu items—Marshmallow Frappuccino and Nutty Crunch Frappuccino. Whether you're a beginner just getting started or a seasoned connoisseur chasing flavor, this guide offers practical reference. [more…]

At a time when tea beverage brands are competing to invite celebrity endorsements to gain traffic, Chagee originally planned to hold an offline event at Changsha IFS with celebrity Lin Yi in attendance, but it was temporarily called off because the number of people who showed up far exceeded expectations. This turn of events not only forced the brand to issue an emergency apology, but also triggered a chain reaction—a large number of disappointed fans turned to the rival Sexy Tea store also near Changsha IFS, unexpectedly bringing the latter a wave of orders and attention. This article will review the whole incident and analyze the reasons behind and impact of the cancellation of this event. [more…]

After collaborating with actor Daniel Wu to promote coffee products in late June, Guming Tea recently rolled out packaging bags featuring his image at stores nationwide, which unexpectedly sparked widespread dissatisfaction among consumers. Many customers complained on social media that the bag design was "not aesthetically pleasing" and that the celebrity's portrait was too large, saying carrying it felt like "health supplements for middle-aged and elderly people" or "soaking goji berries," and some even said they wanted to throw it away as soon as they received it. Some netizens argued that although Daniel Wu has high national recognition, he is no longer young and does not fit the positioning of a youthful tea beverage brand; others pointed out that the brand should consider scenarios for secondary use of the packaging. On September 23, Guming staff responded that they had not received related complaints, but would record opinions on the design and spokesperson and pass them on for evaluation. The incident reflects the tension between co-branded packaging and the aesthetics of young consumers. [more…]

The Christmas season has arrived, and Starbucks, as usual, is the first to kick off the holiday marketing campaign, giving its coffee packaging a full red-themed makeover. This year, what has sparked heated discussion is not only the new products themselves but also the addition of spokesperson Fei Xiang—the Red Fuji series drinks, paired with celebrity stickers and apple sock merchandise, have drawn criticism from many netizens for their "cheesy" use of internet slang on the stickers. Is this move an attempt to break into the middle-aged and elderly market, or yet another down-to-earth attempt at brand aesthetics? Meanwhile, brands such as Luckin, Tims, and Seesaw have also jumped on the mulled wine americano bandwagon, and the Christmas coffee battle is in full swing. [more…]

On November 6th, Luckin Coffee launched an exclusive red cup for its sauce-flavored latte and invited Luo Xiang, a well-known law professor from Bilibili, to serve as its spokesperson, quickly sparking heated discussions online. Using classic cases like "outlaw Zhang San," Luo Xiang addressed consumers' concerns about driving safety after drinking coffee containing alcohol. This marks Luckin's first collaboration with an "internet celebrity" scholar, following previous spokespeople such as Tang Wei, Xiao Zhan, and Eileen Gu. However, after the endorsement news emerged, netizen reactions were polarized—some praised the keen insight, while others expressed dissatisfaction. This article will review the sequence of events, Luo Xiang's background, and reactions from all sides, and explore the considerations and challenges behind Luckin's marketing move. [more…]

Recently, a set of promotional photos from CHAGEE's seventh-anniversary offline event caused a stir on social media. An ordinary consumer who took part in the event discovered that a photo of her with an unflattering expression had been taken without her knowledge and posted by the brand on its official account, after which friends screenshotted it to poke fun at her. When she contacted customer service to demand the photo be deleted, she encountered delays and received no public apology. The brand's explanation of its review standards further led her to question whether she was being treated differently. As the incident intensified, netizens' opinions split into two camps: some criticized the brand's review mechanism, while others felt the person involved was overthinking things to her own detriment. What exactly does this controversy reveal about the gray areas in the portrait-rights clauses of brand event? As of press time, CHAGEE has not yet responded officially. [more…]

A 10-yuan drink made by mixing three sticks of Nescafe instant coffee powder with hot water has unexpectedly turned a small sugarcane juice shop in Nanjing that has been around for more than 30 years into an online sensation. Singer Guang Liang was recently spotted queuing outside the shop to buy one, pushing the topic onto trending searches. With the brand supplying free stock, media outlets rushing to report, and celebrities showing up to check in, why exactly has this literally "hand-brewed coffee" become a traffic magnet? Is it the appeal of good quality at a low price, or a bandwagon trend on social platforms? This article walks you through the course of events and explores the consumer psychology and coffee culture phenomenon behind it. [more…]

Every time we visit a café, we always see four "regulars" on the coffee menu: Americano, Latte, Cappuccino, and Mocha. They are all espresso-based Italian-style coffee drinks. So what are the differences between them? When we go to a café, how should we [more…]

In March 2017, Coffee Wing officially listed on the New Third Board, and its shareholder lineup of celebrity investors—including Yin Feng, He Jiong, Chen Ou, and Yao Jinbo—drew widespread attention. As a benchmark case of cross-industry dining, what exactly has enabled Coffee Wing to achieve sustained growth? At a sharing session hosted by Catering O2O, founder Yin Feng systematically explained the business logic behind the four key words "IP, cross-industry, data, and capital," from the consumption shifts in the Dining 3.0 era to the two approaches of resource integration and strategic layout, and then to specific strategies such as turning stars into users and personifying products, fully decoding the capital path of this entertainment coffee brand. [more…]

Domestic high-end beauty retailer HARMAY has taken another cross-industry leap by opening a 700-square-meter, four-story flagship store on Wukang Road in Shanghai. The ground floor features a coffee counter by Marionbar, offering black coffee, milk coffee, chocolate drinks, and draft beer. Meanwhile, its first store on Anfu Road, which opened in 2017, has closed; the original site will be transformed into the national flagship store for its hand-shaken lemon tea brand, introlemons. HARMAY had previously sought to acquire a coffee brand and may further expand into coffee chains in the future. As of now, HARMAY has eight stores nationwide and plans to expand to cities such as Xi'an and Wuhan. Whether this cross-industry move can bring long-term value to the brand remains to be tested by the market. [more…]

Jay Chou's 2024 Carnival concert tour Nanjing stop will be held from September 26 to 29 at Nanjing Olympic Sports Center Stadium, with four consecutive days of performances expected to attract 120,000 spectators. At the same time, a Jay Chou-themed coffee shop called "Love in Coffee" has officially opened at Nanjing Xinjiekou Golden Eagle, making its debut alongside the concert. This coffee shop focuses on estate-grade coffee beans and Michelin three-star desserts, with an interior design infused with the poetic fantasy of "Love in Coffee," where greenery and stone intertwine, and mirrored light and shadow create a dreamy atmosphere. Many product names are taken from Jay Chou's classic songs, allowing fans to taste "lyric" drinks while listening to their idol's music. The first Beijing Sanlitun store had previously attracted a large number of fans to check in, and the operator, Star Plus, has close ties with Jay Chou. This article takes you through the features, prices, and fan experience of this celebrity coffee shop. [more…]