Luckin Coffee recently signed a deal with EDG, the champion team of the S11 World Championship, and is preparing an esports-themed store in Shanghai, attempting to deeply integrate esports culture with consumption scenarios. Previously, Luckin had already shown keen marketing instincts by signing Eileen Gu and teaming up with Coconut Palm. This themed store features four major areas: themed light signs and a gaming experience zone, a bullet-comment corridor, a team history honor wall, and an infinite fantasy photo spot, sparking widespread anticipation among netizens. Meanwhile, after weathering a financial storm, Luckin has made a strong comeback, with revenue from self-operated stores reaching 6.193 billion yuan in 2021, and its store count has surpassed Starbucks, making it the coffee chain brand with the most stores in China. Whether esports marketing can bring new growth to Luckin is worth watching. [more…]

Luckin Coffee announced via its official Weibo that it will reveal a new "seed-planting officer" on April 25, with a poster hinting that this mysterious figure comes from a world-champion esports team. Although the company tried hard to maintain the suspense, sharp-eyed netizens had already recognized the silhouette of the EDG team from the cutout traces, and Luckin played along with this tacit mutual understanding. This signing not only means that EDG becomes Luckin's new seed-planting officer, but also signals the return of a once-viral beverage riding on the momentum, with discussion heat on social platforms continuing to climb. EDG's comeback championship at the League of Legends World Championship forms an interesting parallel with Luckin's trajectory of striving to bounce back after scandal—both have achieved breakthroughs in their respective fields that make people sit up and take notice. [more…]

Luckin Coffee officially announced on September 23 a collaboration with *JoJo's Bizarre Adventure: Stone Ocean* for October, launching themed events across its nationwide stores. This is not Luckin's first crossover; previous partnerships with Coconut Palm and EDG both sparked heated discussion. Looking across the coffee and tea beverage sector, Manner's collaborations with Helena Rubinstein and LV, Heytea's tie-in with *A Dream of Splendor*, and Nayuki's partnership with *Love Between Fairy and Devil*—brand co-branding has become an important strategy for breaking fixed impressions and achieving customer base complementarity. This article reviews several recent typical cases and includes Front Street Coffee's professional communication channels for coffee enthusiasts to gain deeper insight into industry trends. [more…]

Luckin Coffee has recently relaunched its previously short-lived zero-fat coconut water iced coffee, teaming up with EDG for a limited-edition collaboration. Yet after the product's return, consumer feedback has been sharply divided: many complain that it is too sweet and that the coffee flavor is masked, with some store managers even personally warning against bad reviews; meanwhile, customers drawn by the EDG cup sleeves found that many cities simply didn't have them available. This article retraces how the events unfolded, analyzes why coconut water coffee has become so popular, and examines the health truth behind "zero fat, zero sugar." Finally, Front Street Coffee will also share how to make a low-calorie yet delicious cup of coconut water coffee at home. [more…]

Luckin Coffee once again demonstrated its "champion harvester" prowess, officially announcing on February 20th the signing of Anthony Douglas, the 2022 WBC World Barista Champion, bringing him into the "Luckin WBC Champion Team." Starting in March, Anthony will lead a bean-sourcing team deep into Ethiopia and Panama, two renowned origins, to participate in green bean procurement. This marks Luckin's fifth collaboration with a WBC champion, following Hidenori Izaki, Andrej Latuada, Pan Zhimin, and Agnieszka Rojewska. Anthony won the championship with his innovative technique of concentrating milk using freeze-drying technology, and previously served as a global ambassador for La Marzocco. Having come up through Melbourne's Axil Coffee Roasters, his addition will inject new vitality into Luckin's specialty coffee line. Whether the future "Little Black Cup" series will feature Panama Geisha is something worth looking forward to. For more specialty coffee news, welcome to follow Front Street Coffee (FrontStreet Coffee). [more…]

Want Want Group has made another move in the coffee sector, with its Bond brand launching bottled ready-to-drink coffee priced at just 3.5 yuan. From being the first to enter the ready-to-drink coffee market in 1998 to now attracting consumers with a low-price strategy, Want Want has continued to deepen its presence in the coffee arena. Against the backdrop of rapid post-pandemic growth in the coffee market and an endless stream of local brands, Bond Coffee is trying to carve out a place in the fiercely competitive market through strategies such as health-oriented positioning, convenience, and esports marketing. Front Street Coffee will also continue to follow these developments and bring coffee lovers more industry observations. [more…]

Another case of a sports brand entering the coffee arena. Following Li-Ning's launch of Ning Coffee, Xtep, which has over 6,251 offline stores, has also filed trademark applications for "T Coffee" and "XTEP COFFEE." Recently, Xtep's first coffee shop opened within its flagship store in the Chunxi Road commercial district of Chengdu. Surprisingly, the store sign does not display "T Coffee" but instead shows "COSINE COFFEE." It turns out this is a collaborative store created by Xtep and COSINE, a trendy beverage brand founded in Shanghai in 2021. Rather than opting for a self-operated model, Xtep chose collaboration to reduce the risks of cross-industry expansion and test the waters. Whether this store is an attempt by Xtep to develop a side business or merely a supporting facility to enhance the in-store consumer experience, the company has not yet given a clear response. [more…]

Luckin Coffee recently relaunched last year's hit Coconut Cold Brew, and has announced that in May it will bring back popular products such as Orange Golden Sparkling Americano in phases. However, the reformulated zero-sugar version has sparked polarized reviews among consumers—some complain it's like "waiting for a cheating scumbag to change," with a taste vastly different from what they remember, while others question the medicinal taste brought by artificial sweeteners. From packaging updates to health controversies, this round of comebacks reflects the brand's difficult balancing act between the sugar-reduction trend and faithful flavor reproduction. This article sorts through the details of the product iterations and genuine feedback from netizens, and cites a University of Southern California study on how artificial sweeteners affect appetite, to explore whether zero-sugar drinks are truly healthier. [more…]

Starbucks has once again ventured into a cross-industry collaboration, this time targeting League of Legends: Wild Rift! Starting January 10, mobile game gift boxes themed around the hero Seraphine will be available in stores nationwide, with purchasers having a chance to win a 2023 Chinese New Year limited-edition skin. This marks another new attempt by Starbucks in the realm of collaborations, continuing its long-standing strategy of partnering with various brands and IPs. As a trendsetter for collaborations in the coffee industry, Starbucks launches different series of collaborative merchandise almost every year, covering categories such as mugs, thermoses, stored-value cards, and apparel, each time sparking a buying frenzy among fans. This article outlines the specific details of this collaboration, the development history of League of Legends, and the current status and trends of collaborative marketing in the coffee industry. For more specialty coffee bean news, follow Front Street Coffee (FrontStreet Coffee). [more…]

These days, walking into any beverage shop, the variety on the menu is always dazzling. Boba shops are selling porridge, cafes surprisingly offer lemon tea, and industry competition has long entered a white-hot stage. More noteworthy is that the boundary between coffee and milk tea is being continuously broken: oats, fermented rice, thick milk, and osmanthus are all being added to coffee, the traditional bitter taste is weakened, and the flavor is moving closer to milk tea. A science blogger on Weibo once organized a blind test, asking participants to distinguish between coffee and milk tea with similar flavors, and surprisingly nearly half of the people could not accurately tell them apart. Coffee's localization and youth-oriented strategies, the migration of childhood milk tea memories, and various novelty pairings have jointly driven this trend. This article takes you to explore the phenomenon of coffee becoming more like milk tea and the logic behind it. [more…]

In 2022, Luckin Coffee delivered a surprising report card: total net revenue for the year reached 13.293 billion yuan, and operating profit turned positive for the first time. From a record-breaking Nasdaq listing, to delisting due to financial fraud and a top-management reshuffle, and then to completing debt restructuring and returning to profitability, this brand's journey has been more twists and turns than a TV drama. Under the double squeeze of the pandemic's impact and debt pressure, what did Luckin rely on to turn things around? This article will sort through its pace of store expansion, coupon strategy, hit-product logic, launch speed and pricing, franchising and lower-tier market layout, as well as key moves such as signing endorsements and youth-oriented marketing, to reconstruct a more complete path of Luckin's recovery. [more…]

Luckin Coffee, once mired in a crisis due to financial fraud, has now delivered a remarkable report card. According to the latest first-quarter earnings report for fiscal year 2022, Luckin not only saw a significant increase in net revenue but also achieved overall profitability for the first time. At the same time, its total number of stores has grown to 6,580, surpassing Starbucks to become one of the largest coffee chain brands in the Chinese market. From the hit product Coconut Latte to Coconut Cloud Latte, Luckin's R&D capabilities have become a key driving force behind its turnaround. This article will take you through Luckin's road to a comeback and analyze the growth logic behind it. [more…]

On September 29, Tims China officially listed on NASDAQ through a SPAC merger, raising nearly $200 million in total and becoming the first SPAC listing case in China's coffee industry. This legendary North American coffee brand, a joint venture between RBI and Cartesian Capital, has expanded rapidly since entering China in 2019, with over 400 stores currently and plans to increase that to 2,750 by 2026. Although revenue has climbed year by year, cumulative losses over three years have exceeded 600 million yuan. Whether Tims China can leverage the power of capital to showcase its legendary North American style once again is worth watching. [more…]

After leaving Luckin, Lu Zhengyao went through two not-so-successful food and beverage ventures, Qu Xiaomian and Shejian Yingxiong, before ultimately returning to the coffee battlefield he knows best. The first store of the brand-new COTTI COFFEE has officially opened in Fuzhou IFC, offering all-day dining that covers coffee, baked goods, light meals, and alcoholic drinks. The core team mostly comes from Luckin and the Shenzhou system, and the legal representative has been changed to former Luckin CEO Qian Zhiya. On the occasion of the first store's opening, Cotti also announced that it has become the China sponsor of the Argentina national team. Whether this highly anticipated coffee rookie can become Lu Zhengyao's comeback work, and whether it can add another major player to China's coffee market, is worth continued attention. [more…]

Starbucks recently announced that, following a competitive pitch, its US creative business has officially been handed to WPP Group. A Starbucks spokesperson said the partnership aims to return to the brand's roots, conveying to customers Starbucks' unique coffee expertise and special experience, and hinted that the collaboration with WPP could expand globally in the future. WPP has set up a dedicated "Starbucks team" for this purpose, drawing talent from agencies such as VML, Ogilvy, and Landor. This change comes shortly after Brian Niccol became Starbucks' new chairman and CEO, and it also means that SPCSHP, which had partnered with Starbucks for seven years, has lost the business. As coffee lovers, we might as well look at how Starbucks is retelling its coffee story from the perspective of brand communication. [more…]

Whether coffee can be consumed during pregnancy has long been a subject of debate. A team from the Institute for Molecular Bioscience at the University of Queensland published a Mendelian randomization study in the International Journal of Epidemiology, using genetic data to explore the causal relationship between coffee consumption during pregnancy and adverse pregnancy outcomes such as miscarriage, stillbirth, preterm birth, and low infant birth weight. The results suggest that, provided the body's condition allows it, moderate coffee consumption during pregnancy does not necessarily lead to adverse outcomes, but caffeine may still affect fetal development. This article will review the key findings of the study and offer practical advice on coffee consumption and caffeine intake during pregnancy, helping coffee lovers make safer choices. [more…]

The coffee industry suffers from a high turnover rate, and many shop owners attribute it to young people's lack of perseverance, while overlooking the deeper problems in their own management style. Through a real case study, this article analyzes common pitfalls in coffee shops regarding delegation, training, and management dependency, and explores how to retain core baristas by establishing a stable framework, improving the training system, and paying attention to employees' career expectations. The article also emphasizes the critical role of baristas as brand ambassadors in repurchase rates and brand development, and points out that the hidden costs of staff turnover are far higher than what appears on the surface. Finally, it calls on owners to lead by example, leverage people's strengths, and work with the team to drive the coffee shop's sustained growth. [more…]

In today's increasingly prevalent coffee culture, many people harbor the dream of opening a café, hoping to escape the nine-to-five corporate grind. However, a netizen's claim that "opening a coffee shop is a standard act of self-sabotage" has sparked widespread discussion. Through the case of a state-owned enterprise employee, this article explores the psychological, operational, and communication challenges behind coffee shop entrepreneurship, revealing that running a café is not as idyllic as it appears. Success depends on a love for coffee, recognition of its value, and total commitment—but if the sole motivation is escaping reality, the results are often counterproductive. [more…]

For baristas, the senses are the tools they rely on for their livelihood; once they catch a cold and their nose is blocked, they have no way to judge the quality of that day's output. A research team in Taiwan combined artificial intelligence learning algorithms with an electronic nose to develop a system capable of distinguishing differences in coffee aromas, with recognition accuracy reaching 81% to 98%. This technology is not only expected to help coffee professionals maintain quality control when their senses fail, but may also be applied to quality verification across the coffee industry chain. At the same time, the research team is also developing an electronic tongue, electronic eye, and tactile system in parallel, attempting to cover every link in coffee quality control from multiple dimensions. [more…]

At the start of 2023, the coffee market kicked off with a low-price strategy. CoCo都可, with over 2,200 stores nationwide, dropped its Americano to 3.9 yuan, Cotti Coffee launched promotions starting at 9.9 yuan, and Tiger Coffee, created by the core team of The Alley, also secured financing, entering the affordable segment with two price tiers of 10 yuan and 13 yuan, and plans to leverage its existing overseas agency network to prioritize expansion in Southeast Asia. Can Tiger Coffee become the Mixue Bingcheng of the coffee world? This article will analyze from perspectives including brand background, store model, product strategy, and market trends. [more…]