Saturnbird, known for its freeze-dried coffee, has recently launched its first espresso-style specialty coffee liquid, officially entering the increasingly competitive coffee liquid segment. The new products come in two versions—a light-roast Americano style and a dark-roast latte style—each using blended beans with different processing methods, with distinct emphases in flavor presentation. Since its founding in 2015, Saturnbird has quickly gained popularity with its highly recognizable small-can packaging design and numerical grading system, and in 2021 it even opened an offline concept store in Shanghai. However, the coffee liquid sector already has brands like Yongpu, Sumida River, and Seesaw laying the groundwork ahead of it, and giants such as Nestlé have also entered the fray one after another. Whether Saturnbird's expansion of its product line this time can break through again in the convenient coffee market is worth coffee lovers' continued attention. [more…]

For professional coffee knowledge exchange and more coffee bean information, please follow Coffee Workshop (WeChat public account: cafe_style); for more specialty coffee beans, please add the personal WeChat of Front Street Coffee (FrontStreet Coffee), WeChat ID: qjcoffeex. Recently, the case in which Saturnbird, over the course of 20 months, sued "Qicai Zhi Mi" for unauthorized use of a similar small-cup instant coffee appearance reached a result. The Hangzhou Intermediate People's Court found that unfair competition was constituted, awarded 1.73 million yuan in damages, and ordered the production and sale of the infringing products to stop. Saturnbird became famous for its super-instant coffee and mini coffee cup design, and its packaging sparked a DIY craze and swept social media, which is why it has frequently been imitated and even copied. In this case, "Qicai Zhi Mi" not only had highly similar style, packaging, and promotional images, but also used the search term "Saturnbird same style" to mislead consumers. The case lasted nearly two years, highlighting the current reality in the food industry that intellectual property rights protection is difficult and the boundary between reference and copying is blurred. The article combines cases such as Sexy Tea suing Chayan Guanse to explore how original brands can protect their rights and interests through copyright, patent rights, exclusive trademark rights, and the Anti-Unfair Competition Law. [more…]

Instant coffee was once synonymous with Nescafé, Maxwell House, and Old Town, and sat at the bottom of the coffee snobbery chain. But today, new brands like Saturnbird, Yongpu, and Sumidagawa have given instant coffee a makeover, selling it as freeze-dried coffee at 4 to 7 times the price of traditional instant. Though it still falls under the instant coffee category, what exactly makes freeze-dried coffee so expensive? What is the essential difference between its production process and that of traditional instant coffee? Why did freeze-dried coffee, which rose to prominence in 2018, manage to tear open a gap in the instant coffee category and quickly grow into a market worth over 1 billion yuan? This article breaks down the logic behind the popularity of this cup of freeze-dried coffee from three dimensions: craft, brand, and market. [more…]

In a fast-paced life, instant coffee has regained the attention of coffee lovers thanks to its convenience and continuously improving quality. This article reviews ten instant coffee brands, including Nescafé, Maxwell House, Moccona, Colombian, G7, UCC, Klaes, Old Ipoh White Coffee, Ming Coffee, and Damnini, introducing each one by one from historical origins and raw material sources to flavor characteristics, helping readers build a basic understanding of instant coffee. At the same time, for the highly popular domestic freeze-dried instant coffee brands Saturnbird and Yongpu, the article also provides an objective description based on their product characteristics. Whether you are seeking a rich, mellow taste or a daily pick-me-up, this collection can provide valuable reference. What is shared is not only the flavor of coffee, but also a relaxed and pleasant drinking experience. [more…]

In recent years, coffee and milk tea brands have been rolling out all kinds of merchandise giveaways beyond the drinks themselves—from cup sleeves and paper bags to hair clips, coin purses, and even coffee-scented candles and co-branded perfumes. These seemingly inconspicuous little items are becoming a key factor in attracting consumers. When many customers buy drinks, their focus has shifted from taste to whether they can get limited-edition merch, and some even place repeat orders just to complete a giveaway set. Behind this marketing strategy lies both the consumer psychology of non-monetary promotions and an attempt by the tea beverage industry to break through amid intensifying competition. Starting from this phenomenon, this article will analyze how giveaway promotions influence purchasing decisions, and explore how cases such as Saturnbird's "Return Flight Program" achieve a win-win for brand publicity and environmental image, while also retaining relevant recommendations for Front Street Coffee. [more…]

At a time when chain coffee brands are fiercely competing for market share, Blue Bottle Coffee, hailed as the "Apple of the coffee world," has carved out a distinctive path. Beyond relying on its highly design-forward brick-and-mortar stores to attract young consumers, Blue Bottle has actively expanded into online channels. Since becoming the first coffee brand to join TikTok Shop in the U.S. last November, its estimated GMV over the past 30 days has approached $700,000, and it is expected to cross the million-dollar threshold by the end of the month. Leveraging a collaboration with singer The Weeknd and a large number of influencer-driven sales, Blue Bottle has seized an early advantage in the instant coffee category on TikTok. However, as domestic brands such as Saturnbird and Sumida River continue to expand overseas, whether Blue Bottle can maintain its edge remains uncertain. This article will provide a detailed analysis of Blue Bottle Coffee's TikTok operating strategy and market prospects. [more…]

For contemporary office workers, coffee is a lifeline, but have you ever noticed which coffee shop you frequent most? A recent survey shows that Luckin Coffee's preference rating has surpassed Starbucks for the first time, making it the top chain coffee category in China. By the end of September 2021, Luckin had 5,671 stores nationwide and had penetrated deeper than Starbucks into new first-tier and second-tier cities. Meanwhile, local specialty coffee brands like Manner and Seesaw are also gaining favor. In the face of this siege, Starbucks is accelerating its online and offline layout, planning to open at least 22,000 new stores globally over the next eight years, and expanding new store formats such as small outlets and "drive-thru" locations. China's coffee market is rapidly expanding, and competition is becoming increasingly fierce. [more…]

EDIYA COFFEE, the chain coffee brand with the largest number of stores in South Korea, recently announced that it will officially launch on Tmall within a month, focusing on products such as instant coffee, capsule coffee, and blended teas. This is not the brand's first foray into the Chinese market—as early as 2005 it set up a branch in Beijing, but withdrew in disappointment three years later due to a lukewarm market response; in 2018 it once again announced it would return to open stores in Beijing, but the plan was shelved due to the rise of local brands such as Luckin and Manner. This time, entering via cross-border e-commerce in a roundabout way, whether EDIYA COFFEE can carve out a share in China's coffee market, where instant and freshly ground coffee are waxing and waning, is worth watching. [more…]

In recent years, domestic coffee consumption has continued to surge, and freshly ground coffee, as the category with the greatest growth potential, is attracting more and more consumers' attention. From instant coffee dominance to the rise of freshly ground coffee, the structure of China's coffee market is undergoing profound changes. Chain brands are accelerating expansion, cross-industry players are entering the market one after another, and the rise of health-conscious consumption concepts has also injected new momentum into freshly ground coffee. At the same time, the two-way drive from both the supply side and the demand side is pushing the entire industry onto a fast track. This article will comprehensively sort out the development status and future trends of the freshly ground coffee industry from multiple dimensions such as market size, consumption scenarios, and brand competition, helping you understand the full picture of this hot track in one article. [more…]

Recently, reports have indicated that Manner Coffee will open a store under the name Maners Coffee at World Trade Centre in Causeway Bay, Hong Kong, and the site is currently in the hoarding and renovation stage. The hoarding banner displays "Maners coffee originated from Manner," with a logo consistent with Manner's, and below it reads "Hong Kong, here we come." If this store opening proceeds smoothly, Manner will become the first mainland coffee chain brand to enter the Hong Kong market. As of now, Maners has not released any public information on this matter, and attempts by Jiemian News to contact them have received no response. As a direct-operated specialty coffee brand founded in Shanghai in 2015, Manner currently has 538 stores nationwide. Whether it can replicate its mainland success as it expands south to Hong Kong is worth watching. [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…]

Once regarded as a key player in the specialty instant coffee sector, Shicui Coffee has recently been exposed by netizens for the near-simultaneous closure of its offline stores in multiple locations. Founded in 2019, this brand rose rapidly with its internet-savvy team and subscription-based model. After securing nearly 100 million yuan in financing in 2021, it accelerated its offline expansion, with a single-store valuation once exceeding 100 million yuan. However, stores in Shenzhen, Guangzhou, Foshan, and other places have now posted closure notices, the official phone line goes unanswered, and only the Lingnan Tiandi store in Foshan remains open. Although its e-commerce channels are still operating normally, does the offline setback mean the brand will retreat to its main online battlefield? Its financing-driven growth model has also prompted the industry to reflect on the risk resilience of emerging coffee brands. [more…]

For many office workers, a daily cup of coffee has become a necessity, but buying it out over the long term adds up, making home brewing a money-saving solution. There are countless types of instant coffee—what exactly is the difference between freeze-drying and spray-drying, and how do their flavor profiles differ? This article first traces the history of instant coffee from its invention in 1901 to Nestlé's mass production, then analyzes how spray-drying and freeze-drying affect flavor, and finally presents Front Street Coffee's hands-on comparison of multiple instant coffee products from five brands—Tim Hortons, Yongpu, Eagle Eye, Saturnbird, and Coffee Box—to help you find the one that suits your taste. [more…]

In 2020, the pandemic and financial scandals plunged the coffee industry into a wave of store closures, with brands like Starbucks, Luckin Coffee, and Coffee Box scaling back their offline operations. Yet amid the doubts, the coffee market quietly grew stronger, as an expanding consumer base, an influx of new brands, and innovative sales channels together pushed the industry into the spotlight. This article reviews the ups and downs of the past year, analyzes how the coffee market gradually won attention, and explores its future prospects. [more…]