As the Spring Festival approaches, the chain coffee brand %Arabica announced the opening of its first store in Henan, but unexpectedly, this new store did not land in a shopping mall in the provincial capital Zhengzhou, but instead established itself in a Qing Dynasty ancient residential courtyard near Weipo Village near Luoyang. The strong contrast between the ancient architecture and the modern minimalist decor quickly attracted a large number of coffee enthusiasts to drive over and visit, with foot traffic packed to capacity during the Spring Festival. However, the ensuing issues of excessively long wait times, chaotic order inside the store, and lattes not being made with latte art also sparked controversy. Some netizens pointed out that the store is actually a pop-up shop and is expected to close in May this year, suggesting that people visit during off-peak times. [more…]

During the Spring Festival of the Year of the Dragon, the coffee industry blended into traditional New Year flavor in a unique way, as many independent café owners posted carefully crafted coffee-themed Spring Festival couplets on social media. These couplets cleverly combined coffee elements such as lattes and Americanos with auspicious blessings, showcasing the charm of coffee culture while conveying good wishes for the New Year. From “Coffee has bitterness and sweetness too” to “Iced Americano is simply the best,” each couplet embodied the shop owner’s love of life and blessings for customers. Let us step into these highly creative cafés together, experience a distinctive New Year flavor where tradition and modernity blend, and savor the cultural charm within the rich aroma of coffee. [more…]

During the Spring Festival holiday that just passed, milk tea sales nationwide surged by 180.4% year-on-year, with many consumers bringing milk tea and coffee to the New Year's Eve dinner table, replacing traditional alcoholic drinks and beverages. The surge in orders put chain tea beverage stores into high-intensity operation from New Year's Eve, with receipt printers at the front desk spewing orders nonstop, empty cups piling up like mountains on the preparation counters, and staff in the prep room peeling, juicing, and boiling ingredients without a moment's rest. Employees worked around the clock, some putting in 12-hour days for a full week straight, some so busy they had no time to drink water or use the restroom, and equipment frequently jammed or broke down. Facing customers and delivery riders clamoring for their orders, staff at the pickup station could only apologize repeatedly, mocking themselves as "sorry to everyone." This article takes you inside the Spring Festival tea shop frenzy and the real lives of these workers. [more…]

During the National Day holiday, coffee festivals popped up simultaneously in Guangzhou, Shenzhen, Luoyang and many other places, drawing huge crowds, with guides and check-in photos flooding social media. Yet behind the buzz, regulars' complaints are piling up: specialty drinks dominate the lineup, the coffee tastes weak yet costs as much as thirty or forty yuan a cup, coupons come with endless restrictions, on-site management is chaotic, stalls offer a jumble of categories, and there are even cases of pre-made pour-over and improper handling. The coffee festival, once founded to promote coffee culture and bring like-minded people together, has in many people's eyes become a temporary market heavy with commercial flavor. This article, drawing on feedback from participants, sorts through the major pain points of today's coffee festivals and explores what coffee events enthusiasts hope to see. [more…]

In recent years, more and more young people are choosing to return to small towns to open specialty coffee shops, while large chain brands are also accelerating their penetration into lower-tier cities. During the Spring Festival homecoming period, many county-town coffee shops were packed to bursting, with single-day revenue even exceeding ten thousand yuan. Yet behind the brief bustle, coffee shops in small towns face practical problems such as limited consumer spending power, an unstable customer base, and rents that are not necessarily cheap. Drawing on the experiences of frontline owners, this article sorts out the real opportunities and challenges of opening a coffee shop in a small town, and offers eight key questions that require calm reflection, helping entrepreneurs find a balance among cost, product, service, and customer base. [more…]

As the Spring Festival approaches, major chain beverage brands are rolling out festive limited-edition merchandise to boost sales. Heytea recently launched a fat-burning slimming bottle with added lotus leaf tea, along with a two-cup set that comes with a New Year limited-edition "oil-absorbing paper." However, this merchandise unexpectedly backfired—a red lucky money envelope packaging containing white oil-absorbing paper made many consumers in Guangdong and Guangxi uncomfortable, as they considered it a New Year taboo and exclaimed "Dai Gat Lei Si" (a Cantonese phrase meaning "bad luck"). While pursuing creativity and festive atmosphere, should brands give more consideration to regional customs and differences? This article will walk you through the entire incident and various perspectives. [more…]

As the Spring Festival approaches, major coffee chains are rolling out promotional new products to capture holiday traffic. After launching the Year of the Dragon sauce-flavored chocolate in a second collaboration with Moutai, Luckin Coffee quickly followed up with the Han Meilin co-branded New Year Red Dragon Latte and a matching dessert, Persimmon Daifuku. However, this dessert, which had been highly anticipated, drew complaints from consumers who said the group-buy advertising seriously mismatched the actual product, sparking heated discussion about false advertising and where responsibility lies. Some netizens argued that Luckin cannot escape blame for lax review, while others pointed out that the root cause is some group-buy bloggers using footage of other products to earn commissions. Behind the incident, the review mechanisms of brand marketing and the issue of consumer trust are worth pondering. [more…]

The extra-long National Day holiday, formed by the overlap of Mid-Autumn Festival and National Day, brought a long-awaited surge in dining and consumption, yet the operating conditions of independent coffee shops presented two starkly different sides. Some stores saw a surge in popularity, with orders pouring in continuously, baristas so busy they were run off their feet, and there were even cases of circuit breakers tripping due to excessive load; meanwhile, another group of café owners complained online that foot traffic had declined instead of increased, with a scenic-area store selling only 19 drinks all day, and shops around office buildings even more deserted. Within the same Golden Week, the joys and sorrows of coffee people were not shared alike. This article will present the real operating conditions of these two types of stores and explore the operational pressures and challenges the coffee industry may face after the holiday consumption peak. [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…]

After Laba, the Spring Festival approaches, and young people are eager to seek wealth. A coffee shop in Hangzhou launched God of Wealth Latte, combining God of Wealth New Year pictures with coffee, quickly triggering a check-in craze. However, this drink has also drawn questions: Is the glutinous rice paper decoration hygienic and edible? Is it disrespectful to "drink the God of Wealth into your belly"? Previously, Heytea's "Buddha Joy Tea" was summoned for talks and taken off shelves due to religious elements. Will God of Wealth Latte repeat the same mistake? This article sorts out the ins and outs of the incident and introduces alternatives such as the coffee latte art version of God of Wealth Latte. [more…]

Yunnan's coffee industry is undergoing a notable price surge and heightened market attention. Since 2021, domestic new-style tea beverage and coffee brands have been incorporating Yunnan beans into their menus, with the national trend of guochao consumption and the domestic coffee boom together driving up the popularity of the production region. Consumer demand for Yunnan coffee has surged, directly pushing up coffee bean prices. At the same time, the global pandemic has caused supply chain delays, with delivery cycles extended from one or two months to three or four months. Reduced supply coupled with rapidly rising consumption has further driven up the market. While Yunnan coffee is embracing opportunities, it also faces practical limitations such as uneven planting standards, insufficient talent and industry chain support, and a lack of pricing power. Cities like Pu'er are advancing industrial upgrading with the goals of specialty-grade quality and standardization. The coffee output value of Ning'er County is expected to continue growing, and the Yunnan coffee price index also reflects market changes. [more…]

In the first Chinese New Year since the Spring Festival was successfully inscribed on the UNESCO list, chain tea brand Chagee found itself in a whirlwind of controversy after translating Chinese New Year as "Lunar New Year" on an overseas social platform. Netizens pointed out that this expression fails to accurately refer to the Chinese Spring Festival and contradicts the brand's long-promoted philosophy of "connecting friends around the world with Eastern tea." Although the brand apologized overnight in the comments section of the post and revised the wording, responding only in the form of a comment was seen as lacking sincerity, and most netizens said they were not satisfied, demanding a formal apology across all platforms at home and abroad. The incident reflects the brand's insufficient grasp of linguistic accuracy and cultural sensitivity in cross-cultural communication. [more…]

During the Spring Festival, while most industries enter holiday mode, the operations of coffee shops present a strikingly different picture. Some Luckin employees had expected an easy shift during the holiday, only to be hit by an unexpected flood of orders, working nonstop from morning to night. Meanwhile, others staying at their stores enjoyed a rare stretch of quiet time, with some even having the leisure to draw dragon-year patterns on packaging bags. This polarizing Spring Festival work experience reflects how young people's strong demand for coffee has now extended to their hometowns and into the holiday period. This article takes you through the real Spring Festival working conditions of Luckin baristas and the unique warmth of coffee culture during the festive season. [more…]

In recent years, the "China Chic" trend has swept across all industries, with traditional patterns and fonts being repackaged and integrated into modern design, becoming a popular direction for brand marketing. The Lunar New Year is a key moment for major brands to showcase their "China Chic" creativity. This year, Starbucks collaborated with calligraphy artist Zhu Jingyi to launch Spring Festival couplets, attempting to interpret traditional Spring Festival elements in a trendy way, but it sparked widespread questioning from netizens due to the writing style and content expression. This is not Starbucks' first attempt at "China Chic"; from the "Three Good Star Youth" in 2020 to the 2022 Chinese New Year series, its strategy has gradually escalated. However, as an important carrier of traditional culture, Spring Festival couplets carry auspicious meanings, and this controversy also prompts reflection on how foreign brands can appropriately use "China Chic" elements. [more…]

After the onset of winter, the coffee and tea beverage market enters its traditional off-season, with store foot traffic and order volumes declining noticeably. Recently, many part-time employees at Luckin Coffee have reported that their scheduled working hours have been significantly reduced, with some being assigned only one shift a week, or even working just over thirty hours in an entire month. Full-time employees have not been spared either, with working hours dropping from over 180 to between 110 and 170, which has also affected their base pay. To make up the target hours, some employees have had to voluntarily support other busier stores. What exactly is causing this widespread reduction in working hours? How do the situations of part-time and full-time employees differ? This article, based on accounts from multiple employees, sorts out the logic behind the current scheduling adjustments at Luckin Coffee stores and reminds practitioners to plan ahead and prepare countermeasures. [more…]

The Spring Festival is traditionally a time for family reunions, but for frontline employees at Luckin Coffee, this year's triple-pay shifts have brought unprecedented challenges. The Guangzhou branch recently issued a notice requiring stores with fewer than 200 items to have only one person on duty all day during the Spring Festival, from opening early to closing, all completed by the same person. This means that employees on duty must single-handedly handle multiple tasks such as production, packaging, cleaning, and dealing with sudden order surges. Timely output rates, physiological needs, and unexpected order surges have become the three major problems weighing on their shoulders. What worries employees even more is that if they need to temporarily close the store to use the restroom, they must apply to the district manager in advance and submit a screenshot of the item count. This high-intensity labor efficiency management has sparked widespread discussion, with some employees bluntly saying it is "harsher than the King of Hell." This article will delve into the details behind this scheduling adjustment and the voices of the employees. [more…]

Guming teamed up with Pan Hu Design Lab to launch a Spring Festival limited-edition "Fortune and Prosperity in Motion" themed packaging. One of the designs, a takeaway cup featuring a rotating interactive element, attracted considerable consumer interest thanks to its novel concept — some customers even placed orders specifically to collect the cup. However, many customers discovered upon receiving the actual product that the snake pattern on the cup body was hard to make out, and rotating the cup to the left as instructed produced no movement at all — a far cry from the dynamic effect advertised by the brand. Guming staff later explained that the rotating effect requires a special cup sleeve to work, and that this sleeve needs to be assembled. Due to the heavy order volume during the Spring Festival, some stores overlooked including it, which significantly undermined the customer experience. The incident sparked widespread discussion online, with some arguing that the promotional materials failed to clearly indicate the importance of the cup sleeve, while others pointed out that stores should ensure all accessories are complete before serving orders. [more…]

Luckin Coffee's co-branded Moutai Latte, launched in partnership with Kweichow Moutai, achieved impressive first-day sales exceeding 100 million yuan. However, the subsequent Year of the Dragon Moutai Chocolate Latte failed to sustain the hype, causing the Moutai series beverages to fall into a sales slump. A large quantity of unopened Moutai Latte thick milk, facing expiration and with no return channel, had to be destroyed by stores themselves, with employees forced to pour box after box of ingredients down the drain. This incident sparked heated discussion online. Some netizens lamented the waste and suggested following supermarkets' example by clearing near-expiry products through discounts; others pointed out that opinions on the Moutai Latte's taste are sharply divided, and that novel products are better suited for short-term sales rather than long-term menu placement. [more…]

During the Spring Festival, when returning home for the New Year, besides enjoying family reunions, many coffee enthusiasts have come up with new tricks. Recently, a coffee brewed with dumpling soup has sparked heated discussions online, with some finding it highly creative and others seeing it as a challenge to conventional tastes. From tangyuan coffee to tofu pudding coffee, and even mung bean popsicle coffee, netizens have been trying to combine traditional Chinese foods with coffee. Are these mashups delicious specialty drinks or disastrous concoctions? While exploring new ways to enjoy coffee, how to balance the flavor differences of various ingredients has become a question worth pondering. This article will show you these wildly imaginative new coffee trends. [more…]

The February that just passed put many office workers through a chaotic whirlwind—rushing to finish work before the Spring Festival, relaxing fully during the holiday, and then facing the return-to-work wave, pulled back and forth by piled-up tasks and post-holiday burnout. However, for frontline employees at Luckin Coffee stores, March brings not a breather but an even harsher round of adjustments. Controlling effective working hours, implementing a single person to open early and close the store, freezing full-time hiring and restricting promotion channels—a series of measures to cut labor costs have led employees to mock themselves as not even "Luckin slaves," but more like tireless "Luckin robots." At the same time, after the 9.9 promotion shrank, store sales clearly declined, and March happens to be the off-season, putting both sales and profits under pressure. With revenue growth blocked, the company can only push on the cost-cutting side. Employees are full of complaints, the user experience is being tested, and whether brand influence will be weakened as a result has become a focus of outside attention. [more…]