As the Lunar Year of the Rabbit approaches, the New Year marketing battle in the coffee beverage industry has quietly begun. Major brands are launching creative campaigns around the zodiac "rabbit," from puns and auspicious sayings to limited-edition new products, from co-branded designs to merchandise, all trying to capture consumer mindshare in the fierce market competition. Luckin has teamed up with artist Han Meilin to launch the "Double Rabbit" series, Starbucks offers three limited-edition drinks paired with cute rabbit merchandise, and Nestle Nespresso has collaborated with designer Angel Chen to create an eco-themed gift box. This article reviews the Chinese New Year marketing moves of major coffee brands, analyzes how zodiac IPs help brands build emotional connections with consumers, and explores that, amid the trend, product quality and creative output are the key to standing out. [more…]

In March 2017, Coffee Wing officially listed on the New Third Board, and its shareholder list, filled with celebrities and internet giants, attracted widespread attention. At a sharing session hosted by Catering O2O, founder Yin Feng delivered a speech titled "The Capital Path of Cross-Border Catering Driven by Data and IP," systematically explaining the consumer changes in the Catering 3.0 era, the timing for going public, two strategic approaches, and Coffee Wing's business strategy centered on "IP, cross-border, data, and capital." This article presents the full essence of Yin Feng's speech, covering catering industry trends, brand building, user operations, and marketing innovation, offering in-depth reference for coffee enthusiasts and catering professionals. [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…]

SMILEY, an internationally renowned IP with a 50-year history, has officially entered the tea beverage sector. Its brand SMILEY tea will open its first global store at Joy City in Chaoyang, Beijing, expected to open on October 1. The brand focuses on whole-leaf steam tea, brewing tea in a way similar to coffee extraction. Its product line covers lattes, pour-over tea, milk tea, alcoholic specialty drinks, and ice cream, positioned at a mid-range price point and targeting consumers born in the 1990s to 1995. Amid fierce competition in the tea beverage industry and where IP collaborations have become the norm, whether SMILEY tea can establish a firm foothold by leveraging its built-in traffic IP advantage still needs market testing. This article also brings coffee knowledge exchange and Front Street Coffee's specialty bean recommendations. [more…]

Luckin Coffee's Raw Cheese Latte, launched in collaboration with JoJo's Bizarre Adventure: Stone Ocean, broke new product first-sale records the moment it hit the market, selling 1.31 million cups in a single day, surpassing 6.59 million cups in total sales within 7 days, and dominating discussions across major social platforms. This coffee, marketed for its cheesy aroma, stands clearly apart from the Raw Coconut Latte and Thick Milk Latte, and has also sparked both celebration and controversy among JoJo fans. From product development to IP selection and the pacing of its marketing rollout, Luckin's collaboration can be considered a textbook example of creating a hit. This article will offer a comprehensive analysis of why this Raw Cheese Latte went viral, from the perspectives of sales data, flavor innovation, fan feedback, and ACG marketing trends. [more…]

Hand-shaken lemon tea brand Ningji recently announced a collaboration with the Japanese anime "Detective Conan," but found itself embroiled in controversy over CP-themed posters displayed in its stores. The posters placed Conan alongside Haibara Ai, and Shinichi Kudo alongside Ran Mouri, sparking strong discontent among fans of the original work. Although Ningji quickly issued an apology statement, attributing the incident to unauthorized actions by an individual franchisee, netizens and industry insiders broadly rejected this explanation, believing the brand was clearly derelict in its material review and respect for the IP. Notably, this is already the second time this year that Ningji has publicly apologized over problems with marketing material oversight. For coffee and tea beverage enthusiasts, how collaborative marketing can strike a balance between respecting the original work and consumers has once again become an industry topic worth watching. [more…]

Starbucks China officially announced on January 16 a collaboration with the Chinese animated classic Havoc in Heaven, launching a transforming cold brew latte and reusable straw merchandise inspired by the Golden Cudgel, set to go on sale on January 19. Once the news broke, loyal fans and IP enthusiasts were highly excited, but after launch, many netizens found that only the straws were available, while the most anticipated Monkey King head-shaped merchandise was nowhere to be found. Stores in Beijing, Liaoning, Guangdong, Shanghai and other places had very little material, prompting some to joke, "No head, what use is this iron stick?" Although the official had stated in advance that except for the launch cities, stock would arrive between the 21st and 25th, the pace of releasing drinks first and merchandise later, teasing appetites, still left many consumers disappointed. This article reviews the entire collaboration event and netizen feedback, and also reminds brands to prepare more thoroughly when planning such activities. [more…]

The globally renowned IP Harry Potter has teamed up with Nayuki for a co-branded collaboration, launching limited-edition drinks and merchandise inspired by the four Hogwarts houses. However, controversy has dogged the campaign since its launch: the Slytherin house's signature drink, a fruit-and-vegetable blend of kale and kiwi, was mocked by fans as tasting like a "potion," while the other three were also criticized for various flaws; the uneven distribution of blind-box transparent cards in the merchandise further led consumers to question store operations. As an experienced co-branding player, Nayuki's performance this time has left many Harry Potter fans disappointed, dealing a double blow to both the campaign experience and brand goodwill. [more…]

In recent years, collaborations between new tea beverage brands and popular IPs have become the norm, and the partnership between Good-me and Mo Dao Zu Shi is no exception. In early November, the two parties launched a limited-edition collaboration event, covering themed stores in 16 cities across the country. Fans were highly enthusiastic, and the long queues even made it onto trending topics. However, before the event even started, they had to apologize due to the cancellation of a drone show, and the shadow of the previous failed collaboration with Love and Deepspace had not yet dissipated. Despite the bumpy start, Good-me still announced an additional second round of takeout packages, intending to use the popular IP to boost sales again. This article will review the entire process of this collaboration, fan reactions, and brand strategy, while interspersing Front Street Coffee's observations on the phenomenon of industry collaborations. [more…]

Hario has departed from its minimalist Japanese style and teamed up with the cartoon IP Sad Frog PEPE to launch a camping-themed product series. The collaboration includes two sets, among which the Outdoor Enjoyment Set features a PEPE limited-edition color No. 01 resin dripper and a limited-edition outdoor filter paper pack. The dripper adds green elements to a transparent resin base, making it especially eye-catching under light and drawing attention from pour-over enthusiasts. The official presale campaign uses "Filter Out Sadness" as its topic, and the packaging is presented in comic form. Users have already posted their purchases, with mixed reviews—some say it looks great, while others question its lack of practicality. This collaboration once again confirms that the coffee sector is becoming a popular choice for brand crossovers. [more…]

At the start of the new year, Starbucks announced a collaboration with Shanghai Animation Film Studio's classic animation "Havoc in Heaven," launching peach-flavored coffee drinks inspired by the "Peach Banquet." This news evoked childhood memories for many netizens, but some consumers were not impressed with the collaboration—because based on the available information, the campaign seemed to offer only limited-edition drinks, lacking themed packaging and merchandise. Compared to other brands that frequently release collaborative cup sleeves, tote bags, and other items, Starbucks' sincerity in this collaboration has been questioned, with some netizens pointing out that the limited-edition drinks are actually a hidden menu item that can be enjoyed in advance through customization services. Whether this collaboration can meet the expectations of "Havoc in Heaven" fans remains to be seen. [more…]

Starbucks China store count exceeds 6,000, with Shanghai becoming the world's first city to have 1,000 Starbucks stores. The 6,000th store is located at Lippo Plaza on Huaihai Road in Shanghai, positioned as a green store, and has partnered with IP SHANGHAI to launch a city-exclusive beverage called "Shanghai Coffee." At the same time, Starbucks announced its "2025 China Strategic Vision," planning to add 3,000 stores over three years, bringing the total to 9,000. In the face of competition from brands like Luckin and Manner and the trend of price downtrading, whether Starbucks can defend its market position is worth watching. [more…]

Luckin Coffee launched the Triumphant Wheat series in July, marketed with a "coffee + beer" selling point, in collaboration with the animation IP Havoc in Heaven, with a theme designed to echo the French Olympics. The series includes Americano and Latte, featuring real non-alcoholic beer. Unlike the sauce-flavored latte, where you can only smell the alcohol, this time you can actually taste the beer flavor. However, many consumers have reported that the beer Americano, due to insufficient caffeine combined with the effect of alcohol, actually makes people sleepier the more they drink it, leading to jokes about "sleeping through meetings" and "getting drunk at the office early in the morning." This article takes you through the production details of this new product, the market reaction, and why it is not suitable for office workers who need to stay alert, but may become a new choice for nighttime relaxation. [more…]

Recently, Heytea launched a collaborative partnership with the popular game Genshin Impact, releasing themed products and merchandise, which sparked widespread attention among players and consumers. Previously, Genshin Impact's collaboration with Pizza Hut had caused stores to be packed, and this time Heytea built up hype in advance, with the official announcement of the event on September 5. However, some netizens expressed dissatisfaction with having to buy a whole case of juice tea to get a redemption code, as well as the relatively small number of merchandise rewards, considering the participation conditions to be rather harsh. Although general sales will be opened later, this collaboration still reflects the popularity and controversy of IP tie-ins in the food and beverage industry. This article reviews the course of the event and looks at the trend of cross-industry marketing by coffee and tea beverage brands, while also providing a professional communication channel for coffee enthusiasts. [more…]

Recently, the buzz around the "Ne Zha 2" collaboration swept through the coffee world, and Cotti Coffee seized the moment to launch themed limited-edition drinks and merchandise, drawing a large crowd of consumers to its stores. Yet just three days into the campaign, some locations saw delivery riders swarming the pickup area, merchandise running out, and staff so swamped they could barely catch their breath. The reason: JD Instant Delivery rolled out hefty subsidies the same day, letting users get takeaway coffee for just a few yuan—or even barely over one yuan—causing order volumes to explode instantly. Caught between collaboration fans and deal-hunters, Cotti stores were severely understaffed, and production efficiency couldn't keep up with demand. Customers waited one to two hours only to leave empty-handed, and negative reviews and complaints poured in. Why did this seemingly lively marketing tie-in turn into a nightmare for frontline employees? Front Street Coffee walks you through the whole story. [more…]

Recently, the collaborative toys released by KFC in partnership with the popular anime "Spy x Family" have sparked widespread discussion due to quality control issues. Multiple consumers have reported on social media that the Anya dolls they received have obvious stains, uneven painting, and even parts installed backwards, with some stains proving difficult to remove. This collaborative meal set went on sale starting September 6 and includes four random toys, but many fans have encountered the dual troubles of store stock shortages or poor product quality. Although some consumers successfully exchanged defective items, the incident still highlights the shortcomings in production and quality control for IP collaboration merchandise, which deserves attention from both brands and fans. [more…]

Luckin Coffee has recently teamed up again with the popular IP Line Dog to launch a limited-edition drink, "Good Persimmon Comes in Pairs Fruit Tea," featuring seasonal fire gourd persimmons paired with jasmine tea as its selling point. As soon as the new product launched, it attracted a large number of fans to snap it up. However, feedback from the first wave of consumers has been mixed, with many complaining that it tastes astringent and hard to swallow, and some even discouraging their friends from buying it. Why exactly has this co-branded fruit tea triggered such polarized reviews? Is it because the persimmon skin was not removed cleanly, or because of batch differences? This article compiles views from all sides to help you understand the real performance of this much-discussed new product. [more…]

Having been active on television screens for over twenty years, the health supplement brand Naobaijin has officially extended its reach into the coffee sector. Its first coffee shop opened on November 7 in Songjiang District, Shanghai, under the youthful sub-brand "Naobaijin+Café." The store not only continues the brand's signature blue visual identity and classic IP image, but also offers coffee, tea drinks, smoothies, and other beverage categories at affordable prices. In recent years, giants across various industries have ventured into the coffee business, from China Post to Li-Ning, Huawei, and NIO—coffee has become a popular choice for cross-industry expansion. Is Naobaijin's entry a path to rejuvenate its brand, or can it carve out a share in the fiercely competitive coffee market? This article will outline the features of Naobaijin's coffee shop and the industry trends in cross-industry coffee ventures. [more…]

Luckin Coffee has teamed up with Disney's Zootopia 2 for a collaboration, launching limited-edition drinks, themed packaging, and merchandise, sparking a buying frenzy among fans. However, the themed stickers in the second wave of merchandise hide a clever design—what appears to be an abrupt black triangle pattern is actually a peel-off Luckin apron sticker. Users can place it over the movie characters to complete a "costume change." This design not only circumvents Disney's strict restrictions on brand logos but also achieves promotional goals through user interaction, jokingly dubbed by netizens as "a perfect combination of copyright awareness and creativity." Front Street Coffee has also taken note of the marketing ingenuity behind this collaboration and will break down the details and fun aspects of this partnership for you. [more…]

Luckin Coffee's co-branded campaign with the popular IP Butterbear launched on September 30, introducing four themed cups and a Little Butter drink series that drew widespread attention from fans. However, after the campaign began, many consumers reported that orders placed through third-party platforms such as Ele.me did not come with the co-branded stickers, which was inconsistent with the official promotion's promise of "free with any 2 cups." Customer service responded that peripherals could only be obtained by ordering through the Luckin App or mini-program, prompting consumer questions about the lack of transparency in channel rules. The incident reflects the problem of inconsistent messaging in brands' multi-platform marketing and serves as a reminder that consumers should carefully confirm giveaway conditions before placing orders. [more…]