The 2022 Guangdong college entrance examination Chinese essay prompt, centered on the concepts of "ben shou, miao shou, su shou" (the fundamental move, the brilliant move, the vulgar move) in the game of Go, sparked widespread discussion. For coffee professionals and enthusiasts alike, this prompt carries profound significance. Whether it's pour-over extraction, coffee roasting, or running a coffee shop, none of it can be separated from a deep understanding of the fundamentals. This article uses the college entrance examination essay prompt as a lens to explore the way of the "fundamental move" in the world of coffee: from extraction principles to bean characteristics, from roasting logic to opening a shop, only by solidly mastering the basics can one truly create a stunning coffee experience and avoid falling into the predicament of the "vulgar move" by neglecting the essentials. [more…]

Coffee brands selling alcohol is no longer a novelty. From Starbucks to Seesaw, M Stand, and now Luckin Coffee registering a new company to venture into alcohol operations, the cross-industry wave in the beverage sector is intensifying. Tianyancha data shows that Luckin has established a new company in Xiamen, with its business scope covering alcohol operations, sparking widespread industry attention. This article sorts out Luckin's specific moves into alcohol and its trademark layout, reviews the daytime coffee, nighttime alcohol attempts by brands such as Starbucks, Seesaw, and M Stand, and analyzes the trend of beverage giants like Coca-Cola and Genki Forest entering the alcohol market. Finally, it uses industry data to reveal the rapid growth in the number of alcohol-related enterprises, exploring the opportunities and challenges behind cross-industry alcohol sales. [more…]

The news of Luckin Coffee opening stores in the United States has once again attracted attention. Recently, a WeChat public account post claimed that Luckin is advancing the site selection for U.S. stores, has begun contacting relevant service agencies, and is actively recruiting staff. LinkedIn information shows that within the past month, Luckin posted 5 job openings located in New Jersey, covering areas such as IT operations, finance, interior design, human resources, and tax, among which the tax manager position requires directly reporting to the CFO. Combined with previous reports by the Financial Times and statements by CFO Guo Jinyi, Luckin may explore the U.S. market with a prudent and flexible strategy, preferring East Coast cities such as New York. Whether this series of moves means that Luckin's overseas strategy will shift from Southeast Asia to North America is worth continued attention. [more…]

Lawmakers in Hawaii's Kona coffee region have recently introduced a series of bills aimed at imposing stricter labeling rules on single-origin coffee and blends containing Hawaii-grown coffee. The core change in the proposals is that the proportion of coffee from a designated region in a blended product would need to rise from the current 25% to 100%, multi-region Hawaii coffee blends would have to list the proportion of each region one by one, and when Hawaii coffee is blended with coffee from other countries, the percentage and Hawaii origin information would also have to be labeled. Accompanying bills also set out enforcement mechanisms, with a proposed fine of $10,000 for each violation. Behind this move is the labeling reform effort that Kona coffee growers and lawmakers have continued to push since 2015, as well as the legal foundation established by a class-action lawsuit involving giants such as Walmart, Amazon, and Costco. [more…]

Colombia's coffee industry stands at a crossroads of change. The National Federation of Coffee Growers (FNC), which has long represented the country's coffee industry, has always operated as a private company, but now President Gustavo Petro has explicitly stated at a major coffee producers' conference that the state must take over the FNC in order to advance the industrialization of the coffee industry and optimize the use of public resources. At the same time, the government has also launched a "Coffee Price Stabilization Fund," providing growers with economic compensation of up to 80% per kilogram. However, the domestic armed conflict continues to escalate, and the anti-government armed group the "Central General Staff" has issued a warning, with peace talks and military threats existing side by side. This article will sort through this series of policy changes and security challenges, and include related recommendations from Front Street Coffee. [more…]

OATLY, an oat milk brand well known among coffee lovers, previously drew attention with graffiti advertisements on the streets of Paris, France. Recently, the brand shifted its marketing focus to rural China, launching a Spring Festival advertising short film themed "painting walls at the village entrance," spray-painting internet memes and warm copy urging people to go home onto red brick and earthen walls. This move sparked sharply divided reactions among netizens: some were deeply touched, believing it was more heartfelt than big city screens; others questioned the ad's limited reach, its weak connection to the product, and the difficulty of its pricing appealing to the target audience. This article reviews the creative highlights and points of controversy in this marketing campaign, and explores its market effects. [more…]

Nayuki, once hailed as the "first stock of new-style tea drinks," has delivered a less-than-stellar half-year report card: revenue dipped slightly year-on-year, and after adjustments, it swung from profit to loss. Facing multiple pressures—questions over price cuts, the impact of the pandemic, and competition from peers—Nayuki has begun setting its sights on the coffee track, seeking new growth points by investing in brands like AOKKA. Meanwhile, brands such as Heytea and Chayan Yuese are also making their own moves to save themselves. Is the collective push by new tea drink brands into coffee a move of desperation or a new trend? This article reviews Nayuki's latest performance and investment moves, and takes stock of the self-rescue paths within the industry. [more…]

Chinese brand Six God floral water is once again making waves with a crossover collaboration, this time teaming up with Lelecha to launch a drink called "Mint Melon Ice Coconut." Its bottle closely resembles the classic floral water packaging, quickly sparking heated discussion online. This drink blends mint, melon, and coconut milk, and netizens describe its taste as refreshing—not the dark, floral-water flavor one might imagine. The product has sold out in some stores, with limited restocking nationwide starting September 25. In recent years, Six God has been making frequent crossover moves, previously collaborating with KFC and RIO to launch coffee-flavored floral water and floral water cocktails, each time successfully catching consumers' attention. This article will detail the taste, price, consumer feedback, and Six God's past crossover cases for this co-branded milk tea, taking you behind the business logic of brand mashups. [more…]

Competition in the new-style tea beverage sector is becoming increasingly fierce, with brands constantly adjusting their strategies on products and pricing. Heytea has made a flurry of moves recently: on one hand, it announced that it will not raise prices this year and will no longer launch drinks priced above 30 yuan; on the other hand, its affiliated company added fruit cultivation to its business scope, attempting to control costs from the source. At the same time, Heytea is also facing controversies over layoffs and internal management. This article will sort out the logic behind Heytea's moves, as well as the trend of the new-style tea beverage industry extending upstream into cultivation, and will also briefly discuss the similar path in the coffee sector from brewing to cultivation. [more…]

Heytea has made another collaboration move, and this time the partner is the national-level office software WPS Office. The two parties launched limited-edition cup sleeves and badges themed around "Monday," and simultaneously made Heytea asset templates available on the WPS Docer mall. From film and television IPs to office scenarios, Heytea is trying to break out of its user scenario boundaries. At the same time, the trend of new tea beverage brands laying out in the coffee track is becoming increasingly obvious, and Heytea's moves to invest in specialty coffee brands such as Minor Figures and Seesaw have also attracted attention. This article will analyze the strategies and challenges of new tea beverage brands against the backdrop of normalized collaborations, starting from the creative details of this collaboration, WPS's brand background, netizen feedback, and Heytea's recent series of actions. [more…]

Once upon a time, oat milk coffee was seen as the star product of plant-based beverages, and Oatly quickly rose to fame because of it. However, as the market environment changes and consumer enthusiasm wanes, the status of oat milk in coffee shops is quietly declining. This article sorts out the reasons behind Oatly's cumulative losses of more than US$641 million (about RMB 4.41 billion) from 2019 to 2022: over-reliance on the B2B market, the impact of the pandemic, weak expansion into the consumer market, and a series of controversial marketing moves. At the same time, the article also explores the health controversy surrounding plant milk and future strategies for the Asian market. To follow developments in the coffee industry, you are welcome to add Front Street Coffee's private WeChat (WeChat ID: qjcoffeex) for more specialty coffee bean information. [more…]

The domestic coffee consumer base in China has expanded to approximately 300 million, and the market size continues to grow, with projections suggesting it could reach one trillion yuan by 2025. Luckin Coffee has made a strong recovery after its turmoil, with its store count once surpassing Starbucks; Starbucks insists on company-owned operations and plans to continue expanding; new brands such as Manner and NOWWA are accelerating financing and store openings, while international brands like Tims and %Arabica have also entered the market successively. Capital and cross-industry giants are frequently making moves, making China's coffee market, which still has a low chainization rate, full of imaginative potential. Front Street Coffee also continues to monitor specialty coffee trends and industry changes. [more…]

Since the opening of its first store, Cotti Coffee has made frequent moves, first becoming the sponsor of the Argentine national football team in China, and then immediately securing the title sponsorship of the 2022 Chengdu Marathon. This new brand, jointly created by Lu Zhengyao and Qian Zhiya, the founders of Luckin Coffee, is trying to quickly build market awareness with the help of top-level sports events. At the same time, Cotti Coffee has announced a plan for ten thousand stores in three years and has already been laying out locations in many parts of the country. This article sorts out its sports marketing path and expansion strategy, and attaches the professional information channels of Front Street Coffee for coffee lovers to gain a deeper understanding of industry trends. [more…]

Phoenix Dancong is a highly aromatic famous oolong tea, mainly produced in the Phoenix Mountain area of Chaozhou, Guangdong, and is known as the "perfume of teas" for its rich aroma types and prominent mountain charm. Its formation stems from the tradition of single-plant selection and single-plant harvesting: outstanding tea trees are harvested and processed individually, and over time many aroma types have formed. This article begins with the producing environment, origin of the name, and quality characteristics of Phoenix Dancong, then moves on to the key points of daily brewing: leaf amount, rinsing, and pouring must all be quick, and the water temperature must remain at a boil, so that the tea soup is neither bitter nor astringent and has a high, uplifting aroma. The article also retains relevant recommendations from the Front Street brand, making it convenient for coffee and tea beverage enthusiasts to explore further. [more…]

Co-branding between chain brands has long become commonplace, yet Luckin Coffee's frequent moves in co-branded marketing still turn heads. From cross-industry collaborations to routine co-branding, Luckin has consistently demonstrated keen market instincts and creative capabilities. On January 22, Luckin joined hands with artist Han Meilin for a second time to launch Year of the Dragon limited-edition co-branded merchandise, with paper bags and cup sleeves rolling out nationwide. Subsequently, Luckin officially launched the call "Every generation has its own merch makeover frenzy" on Xiaohongshu, sparking a creative carnival among Luckin's craftspeople. From pen holders and picture frames to oracle bone script mahjong and Chinese-style oil-paper umbrellas, netizens transformed free merchandise into works of art brimming with ingenuity. This article will take you through the highlights of this zero-cost DIY merch craze, letting you feel the creative vitality that comes from brand-consumer interaction. [more…]

Recently, multiple media outlets including Bloomberg reported that the coffee chain brand Manner Coffee is preparing for a Hong Kong listing, potentially debuting on the Hong Kong Stock Exchange as early as next year with a valuation expected to reach US$3 billion. Manner responded to this by saying it had "no comment," a shift from its previous stance of outright denial. Looking back at Manner's development, it started in 2015 as a 2-square-meter small shop in Shanghai, rising rapidly through a strategy of making specialty coffee affordable and a community store model, and successively attracted backing from Capital Today, Meituan Dragonball, ByteDance, Temasek, and other capital investors. As of November, Manner had 2,234 stores nationwide, ranking sixth in scale, and among the top six brands it, like Starbucks China, operates under a direct-operated model. Amid successive moves by competitors, Manner's listing rumors have drawn widespread attention. (Recommended by Front Street Coffee) [more…]

Recently, Sina Finance exclusively reported that Heytea had initiated internal layoffs involving about 30% of its employees, and the news quickly sparked widespread discussion. Heytea responded promptly, saying the report was untrue and that there was only normal personnel optimization based on year-end performance reviews. This incident has once again drawn public attention back to the new-style tea beverage sector: Nayuki is expecting losses, Heytea's growth is slowing, store expansion is decelerating, and homogenized competition in the industry is becoming increasingly fierce. At the same time, Heytea's countercyclical price cuts and moves to tap lower-tier markets have also sparked discussion. This article will sort out the sequence of events and present Heytea's operational changes and market challenges since 2021. [more…]

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…]

Luckin Coffee has been making frequent moves this week, first collaborating with the top-tier IP Loopy, and then successively announcing celebrity endorsement partnerships with figures like Tan Jianci and Liu Yifei, keeping its popularity steadily climbing. However, what truly set social platforms abuzz was a wave of "secondary creation" spontaneously sparked by music fans—some netizens took the Loopy limited-edition hot drink cups launched last week and used markers to draw slanted bangs or blunt bangs on the little beaver, which unexpectedly made it look like David Tao and JJ Lin, quickly prompting a large number of fans to follow suit and show off their own "limited-edition collaboration cups." This mix-up not only had fans having a great time but also unexpectedly boosted sales of the limited-edition cups at Luckin stores. This article takes you through this amusing event, from misunderstanding to carnival, to see how fans used a single pen to turn coffee cups into "Mandopop collaboration editions." [more…]

The Chinese coffee market is fiercely competitive, and Tims, a national brand from Canada, has been making frequent moves since entering the Chinese market in 2019. From its initial goal of 1,500 stores in ten years, to securing successive rounds of financing and forming strategic partnerships with Metro and Sinopec EasyJoy, Tims China is accelerating its expansion with a "coffee + bakery" combination and a pricing strategy of 15 to 30 yuan. At the same time, its process of listing in the United States has also attracted much attention. Will Tims ultimately move toward Luckin's internet-driven path, or Starbucks' third-space model? This article sorts out Tims China's development trajectory and strategic layout, taking you to explore the path of this young brand breaking through in China's coffee market. [more…]